#Japan #Tokyo #Market Research #Gamification #Sega XD

Introduction

In a groundbreaking initiative, Sega XD, a Tokyo-based company specializing in gamification, has unveiled the results of Japan's first-ever comprehensive survey on the domestic gamification market. Commissioned by the Gamification Chaos Map Editorial Committee, the study estimates the market size for gamification service providers to hit 46.3 billion yen in 2024. With a forecast of nearly quadrupling to 191.5 billion yen by 2030, the gamification sector is poised for significant expansion.

The Research Background

The concept of gamification began gaining traction globally around 2011, with Japan experiencing a surge of interest shortly thereafter. However, post-2020, as digital transformation (DX) and customer experience have surged to the forefront of business priorities, gamification has found renewed relevance. The Business Research Company reported a global market for gamification projected to achieve approximately 220.1 billion USD (about 32 trillion yen) by 2024, positioning it as a vital trend in modern business.

Recognizing the scarcity of data specific to Japan's market, the Gamification Market Understanding Committee undertook this research to quantify the local landscape and provide industry stakeholders with reliable statistics.

Definition of Gamification

For the purposes of this research, gamification is defined broadly, incorporating various interpretations. According to the Japan Gamification Association, it refers to enhancing motivation through game elements applied outside of gaming contexts. This aligns with the Economic and Industry Ministry's GDX Human Resource Development program, capturing the essence of gamification.

Research Methodology

Conducted from February to June 2025, the study surveyed 216 companies, organizations, and universities listed in the 2024 edition of the Gamification Industry Chaos Map. This survey encompassed providers of services and products that meet the defined criteria of gamification. Additionally, in-depth interviews were conducted with 17 of these entities to gather case studies and perspectives on future market trends. The analysis focused on two primary categories: 'service providers' and 'utilizers,' with the former's market size as the main focus and the latter's as supplementary.

Findings of the Research

The research findings estimate the market size for service providers at 46.3 billion yen in 2024 and about 160 billion yen for utilizers. Looking ahead, the projections suggest a substantial increase to 191.5 billion yen for service providers and 661.9 billion yen for utilizers by 2030.

Interviews revealed a growing adoption of gamification across various sectors including education, corporate training, disaster prevention, community building, and welfare. Particularly within educational settings, gamification techniques have been employed to enhance learner engagement and autonomy.

Market Forecast and Challenges

The study highlights a promising outlook for the gamification market in Japan, expanding across multiple industries. However, it also uncovers challenges such as the pervasive notion of gamification as mere entertainment, operational complexities including facilitator training, difficulties in measuring effectiveness, and individual dependency issues.

Structure of the Gamification Market Understanding Committee

The committee upholds the framework of the Gamification Chaos Map Committee, retaining similar members, albeit with some changes. Its objective remains clear: to continuously comprehend and share insights into the gamification market through ongoing research and updated chaos mapping.

Overview of the Gamification Research Institute

The Gamification Research Institute is a newly established entity dedicated to systematically exploring the effectiveness of different gamification techniques. Through investigation, analysis, and dissemination of findings, the institute aims to promote the advancement of gamification practices.

Conclusion

As the gamification market expands rapidly in Japan, this inaugural study not only sheds light on its current dynamics but sets the stage for future exploration and application across various industries. The potential benefits of gamification could redefine engagement strategies, offering innovative solutions in an increasingly competitive market.