Industrial-scale games

Industrial-scale games


According to the predictions of Frost &Sullivan, gamification is a promising product segment in which there is a place for new players. The main customers of solutions in this area are car manufacturers, companies working in healthcare, education, banking and offering mass-demand goods. These companies master game mechanics to develop staff and create a unique experience of using products and services.



The international consulting company Frost & amp; Sullivan in August of this year released an analytical report with a forecast for the global market of gamification technologies. Its volume by 2025, presumably, it will amount to $14.5 billion.


Gamification in the understanding of Frost & Sullivan is any tools, functions, technologies that help to immerse a user or employee deeper into the ecosystem, make interaction with a service or product, for example, with a car, more interactive.


Analysts include a variety of technologies in the gamification toolset. For example, wearable device (smart watches, fitness tracker, augmented reality glasses) and smartphone they can be used for driving a car without a physical key, navigation, monitoring the condition of the engine and other parts. This is also considered a way to gamify the experience of interaction between the user and the product.


The selection of a customized interior design of a car in virtual or augmented reality is also similar to a computer game and entertains no less. It is also a way to show what is extremely difficult or even impossible to see with your own eyes in ordinary physical reality. For example, to study how perfectly the engine is arranged or what the process of internal combustion of fuel looks like while driving.


Biometric systems for recognizing voice and gestures, facial expressions are another category of technologies that serve gamification. For example, the camera can track when the driver is close to falling asleep. The smart system can voice recommend making a stop, suggest the way to the nearest hostel, turn on cheerful music and lower the temperature on the air conditioner. The voice assistant can even replace the interlocutor to some extent: play games or simulate a dialogue to entertain and cheer up the driver.


Cloud technologies are also included in the gamification toolset, according to Frost &Sullivan. They provide the work of complex artificial intelligence, allow you to use streaming content (music, audiobooks, etc.), search the Internet and even help you make purchases online using voice commands directly from the car.


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Game mechanics are rapidly gaining popularity: according to the forecast of the analytical company, this market it will increase fourfold from 2016 to 2025, with an average annual growth (CAGR) of 18.3%. In monetary terms, this means increase in volume from $3.2 billion to $14.5 billion for this period. The most active use of these technologies will be companies from the following industries: the automotive industry, healthcare, education, consumer goods, banking services. The leaders of the development of gamification tools, as now, will primarily be enterprises from North America and the European Union, and companies from China, Japan and Australia will be the second.


The main consumer of this class of technologies — the automotive industry-has the strongest influence on the formation of the gamification market. The main trend in the development of this industry is the spread of telepathic services, Internet services and mobility (MaaS), the introduction of artificial intelligence (AI) technologies, elements of virtual (VR) and augmented reality (AR), as well as biometrics systems. All these tools are used when creating new car models. “Telematics tools are the basis of autonomous parking systems, satellite monitoring of cars, remote monitoring of the technical condition of vehicles, – he says Ivan Kondratenko, consultant analyst at Frost & amp; Sullivan.In Russia, starting from 2019, new BMW cars for the local market will be equipped with the ERA-GLONASS system, with which you can not only track the location of the car, but also remotely turn off the engine in case of its theft. Another example is the memorandum on the joint development of multimedia services and telematics tools for the LADA Connect platform, signed in 2017 by AvtoVAZ and Yandex.


AR and VR technologies are integrated into lane control functions, adaptive cruise control, blind spot tracking system, voice navigation, and others. The most popular among the automotive industry is biometrics, which is mainly used for safety: monitoring the health status and degree of fatigue of the driver, recognition of gestures and voice, head position. Such systems also recognize the geometry of hands, fingerprints, scan the retina of the eye to control access to the car. The growth rate of the biometrics segment in the automotive industry is twice as high as in the gamification market as a whole — at the level of 38% per year (CAGR).


Another promising segment of the gamification market in the automotive industry, according to Ivan Kondratenko, — wearable gadgets (smart watches, smartphones, glasses, fitness bracelets, etc.), mobile apps together with cloud and internet technologies that allow you to use various services and services on these devices. The car ecosystem is gradually becoming the same field for creating new companies and projects as the ecosystem of mobile applications for smartphones. In the coming years, many small teams and even individual developers will have the opportunity to create various services and products for drivers and passengers that will entertain, train, improve safety, make it possible to make purchases and exchange messages without the risk of getting into an accident. Many scenarios that will become familiar in the next ten years have not yet been invented. This market is still practically an empty space for new inventive players.

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