For a while now, gamification had been slowly pacing down as you see less and less hype with more and more company understanding the concept. But as we part our eyes from the western titans that have stabilized their own gamification, we take a look at the titan of a continent, Asia. Since gamification first became a hype, Asia has been known to take it seriously. However, now that gamification’s rush is calming down, will it finally be the lead? And why?
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It is not a secret that Asia has the biggest number of gamers in the world. More gamers mean bigger gaming culture, and bigger gaming culture means the people involved are more likely to be engaged with games and game-like mechanics. With their sheer abundance of residents already conditioned to take in so much engagement per minute, simple marketing simply doesn’t faze them anymore. While this might also be true with western society, the large numbers of people like this throughout Asia cannot be ignored like how you would in a western culture. Gaming in the western culture is made of up to half of all residents, and this doesn’t mean many much customers that you might be losing in Asia.
Asian population equals Asian market
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Comprising of more than half of the Earth’s population is this large continent with an equally large potential customer base, is Asia—which has been steadily growing not only technologically but also financially. Asia has also begun to sprout several large and world-renowned companies that have made use of their unfathomably large market with innovation a sense of business, and to some—if not most of them—gamification, whether they themselves have realized it or not. Such companies that has or is still using gamification up to date, varies from Alibaba, Gojek, Naver, and much more.
Effects of a large local market
The reason why these large-yet-local companies are so important in the lead of gamification is due to the fact of the local bias. While a lot of titanic companies can flourish in the world throughout, for much smaller yet still adequately large companies, their home field is their main field. Often companies create more revenue in their place of origin rather than the foreign market. And this should be a given as in their original locale. They would already have a name, while outside, they are like newborns that have little reputation compared to the place that made them that success in the first place.
With the local bias being a country as big as China, for example, you can only imagine the difference it makes when what brings you up into the world is a market made of 1/7th of the whole world.
Even a small gamification in Asia can make a huge impact.
With 20% of millennial customers showing retention being an average statistic within gamification implementation, when your potential customer base could span over 1 billion people large, the effects of that 20% would feel much more ginormous than it already is. And with Asia Pacific expected to be the largest gamification adapters of 2020, there is no reason why the rest of the developing countries within the continent could not rise up to this challenge and make their region the next to follow.
How Asia will take the gamification lead
Even now, there are many large companies sprouting from developing countries within Asia, such as Gojek, Innaway, Ola, and countless successful Chinese companies, such as Baidu and Alibaba and much more have used gamification to further boost the companies’ revenue. From Gojek’s implementation of a slot-machine system for their Go-Point rewards, Innaway’s status-based loyalty programs, to the innovative game-like auction system provided by Alibaba. Furthermore, with highly advanced countries such as Japan and Korea able to join the mix, it is only a matter of time that Asia becomes the leaders in gamification. And according to one of the many predictions, 2020 would most likely be that time.