Game on for marketers

Gamification is a new phenomenon facing businesses around the world. The aim of the movement is to create fun and innovative games to engage customers

According to leading information technology research company Gartner, spending on Gamification is estimated to increase from $242 million in 2013 to $2.8 billion in 2016.

Krisztian Panczel, the director of Cheap Sheds Pty Ltd and an IT enthusiast, is at the forefront of this new wave in Australia. He pioneered the trend by launching The Official Shed Game on March 1.

Panczel’s business is the largest online shed retailer in Australia.

According to the entrepreneur, “the concept presents small businesses with the opportunities to stand out and grow their brand.”

Many small businesses are reluctant to invest in a game. However, Panczel believes it will pay off.

“The problem is it isn’t cheap having a gaming process built and some are paying up to $50,000 for it. But like all things the rewards will outweigh the cost and eventually the cost will come down,” he explains.

Deloitte projected 25 percent of businesses will redesign their processes and many small companies will have at least one “gamified” application or system by 2014.

“Large companies such as Flight Centre and the Commonwealth Bank are introducing games to engage customers and although we have seen the ‘gaming’ concept grow during 2012, the rate of uptake is painfully slow and less wide spread compared to other countries,” said Panczel.

He urges other Australian businesses to embrace this new, consumer-focused trend to ensure Australia does not get left behind.

To check out The Official Shed Game and get a better gist of this phenomenon, click here.