Executive Summary – Gamification of Applications


Who has ever been excited to fill out an expense report? Very few people.

Gamification is the use of game thinking and game mechanics in non-game context to engage users in solving problems. Gamification of applications is an approach of taking software typically used and making it more game like, by offering the user a reward for completing a desired task. Going with the expense report example, if the employee gets the report filed promptly, he will earn a badge, points on a leaderboard that he can compare with coworkers, and potentially additional time-off.

Positives Impacts

  • Additional service for existing and new clients

  • Increase productivity

  • Increased engagement

Negative Impacts

  • Time to research the users

  • Delayed adoption and/or User Backlash

  • Time to develop and deploy

Impacts on Business

As a online marketing and consulting agency, gamification is a great way to engage customers for marketing, but the gamification of applications is outside the core realm of the industry. The current estimate for the market of gamification in 2013 is $421.3 Million and for 2018 is $5.502 Billion that kind of growth is impressive. Unfortunately, since this concept is still young and still surrounded by hype, their aren’t established guidelines to follow for good design and implementation. Also, it would require a specialized team to have a knowledge of psychology, programing and user experience design. The field of gamification is developing and will lead to a specialized degrees at some point.


I would recommend that we hold off on going into the Gamification of Applications. It seems to be outside the the focus of what we do, as it is more along the lines of software development. With the current projections and being able to grasp 0.1% of the market, we could see revenue go from $421,000 to $5.5 Million. And without a generally accepted guidelines, we would potential be developing products that may fail and tarnish the our brand. It would be better for others to take on this risk or wait a couple of years to see how the industry and market has developed.

If we were to venture down this road now, a division should be formed as an LLC that we could partner with on projects. The LLC could act independent of the parent company and allow for a buffer to our brand. At some later date, the LLC could be reabsorbed by the parent company, if profitable or sold off.