The emergence of gamification as a viable marketing option defies early skepticism among B-to-B brands. Sure, marketers have acknowledged engagement as a critical customer or prospect benchmark. However, until recently they were ambivalent about gamification, or software technology that uses leaderboards, points, badges, and competition to fuel interest and inspire action.
Not anymore. While gamification is still in its infancy, adoption rates have started to accelerate. According to the B-to-B market research firm MarketsandMarkets, the global gamification market will grow to $11.1 billion by 2020, from $1.7 billion in 2015, a combined annual growth rate of 46 percent....