The Role of Thai Game Publishers in Driving Gamification Trends

The gamification market in Thailand has grown dynamically during the COVID-19 pandemic since gamification solutions are increasingly recognized for enhancing customer engagement regarding learning and interaction. Demand for gamification goes on unabated as more companies and educational institutions seek new ways of reaching audiences.

But how did this trend actually form? Game publishers in Thailand have played an important role in driving the adoption of gamification across various sectors. Leveraging their expertise in game development, they not only enhance the gaming experience but also introduce game-like elements into business and educational platforms, thereby sparking new possibilities for increasing user engagement.

Read More: From Thailand to the World: The Success Stories of Thai Game Publishers

What is Gamification?

Gamification is the process of adding game-like elements, such as point systems, badges, and leaderboards, into non-game contexts to enhance user engagement and motivation for the activity in question. A good example is any application that calls upon one to perform an action and get some points or reward.

But what does that look like in practice? Across industries, from education to e-commerce, it's Thai game publishers who've been in the vanguard of making that vision real. Because these companies have designed games that are pleasurable to play, they will be able to add elements that keep users wanting more.

At its core, gamification takes a rather mundane activity and makes it fun. By tapping into our natural desire for competition and achievement, it makes users feel more involved—almost like they’re playing a game!

The Gamification Landscape in Thailand

Gamification is revolutionizing various industries in Thailand, such as:

1. Gamification in the E-commerce Sector

Gamification has been a game-changer in Thailand's e-commerce space. For example, Lazada Thailand remains at the forefront of implementing gamified elements that retain user interaction and build loyalty.

For example, Lazada gives users the capability to experience gameplay within the app, with games like LazGames, Bobomatch, LazLand, and Merge Boss, in which they can win rewards in LazCoins, which they, in turn, use to fund discounts or purchases on the site.

This has been extremely successful in reaping higher user retention. Lazada claims that 80% of their users come back weekly, lured by the in-app games. Lazada has turned what is otherwise the most mundane shopping into an engaging, fun activity by gamifying it. Just look at the results. Thailand was among the top five countries globally by e-commerce growth in 2023, at a growth rate of 16%, according to eMarketer. Success has largely come due to strategic gamification.

This way, online stores sell not only goods but also bright emotions and experiences, promising users to return for more. While gamification elements were under development, with big contributions from Thai game publishers, this happened to be a very efficient method for changing the face of e-commerce.

2. Gamification Revolutionizing Education in Thailand

In Thailand, gamification has been the most transformative way of learning that is presently engaged to revolutionize the education sector. This conventional methodology of education is being transformed because conventional learning techniques now involve game-like features that are more dynamic and interactive for learners. The academic institutions incorporate point-based scoring, badges, and leaderboards in an environment where students will be motivated to excel.

Perhaps one of the most exciting things regarding gamification in education is the ability to intersperse learning with entertainment—a term many know better as edutainment. Students are no longer passive recipients of information; rather, they become active participants in the learning process. It basically enables students to attain the best possible performance by making the learning process fun. In a world increasingly dependent on digital literacy, gamification is a good way to help students enjoy acquiring critical digital skills in an entertaining, interactive environment.

3. Gamification in the Business Sector

Gamification isn’t just changing up e-commerce and education—it’s also making waves in the business sector. Major businesses have recently begun to utilize gamification in their employee training sessions to make them both fun and more productive. While traditional training is often boring and unengaging, businesses are able to make the experience quite the opposite with game elements like leaderboards, point systems, and rewards.

Now, imagine going to a training session where, after every training or task, you get some points, notice your name climbing up some leaderboard, or even get badges for achieving certain milestones in training. Would that not make training so much more fun? Well, this is what gamification offers: an interactive, competitive element in helping employees maintain motivation and interest. Additionally, gamified training leads to better information retention. In cases where employees are fully engaged in the training process, they are capable of recalling and implementing what was learned.

Thai game publishers have been at the heart of such development in creating gamified business training platforms. Being in the right position to understand how to make games more attractive, they have brought their skills to designing training programs that allow employees to become involved more actively and improve performance.

This has turned into a win-win situation for both the employees, who find the training more entertaining, and employers, who obtain enhanced productivity and engagement.

How Are Thai Game Publishers Driving Gamification Growth?

Thai game publishers play a crucial role in developing and implementing gamified solutions that have enhanced the overall user experience across sectors. But how exactly are they contributing to this trend? Read More: The Role of Thai Game Publishers in Promoting E-Sports Games in the Southeast Asia Region

1. Expertise in Game Mechanics and User Management

One of the key strengths of Thai game publishers is deeply understanding game mechanics and seamlessly integrating them across various diverse platforms, including super apps. These mechanics, such as point systems, leaderboards, and ways of offering rewards, are designed in a very strategic manner to improve the level of user engagement. By making the daily interactions feel like gaming, users will be investing more time and money in the platform.

2. Managing Player Communities

A thriving gamification strategy doesn’t just involve good mechanics; it also requires effective community management. Thai game publishers understand the importance of building and maintaining active player communities, whether they’re for mobile games, gamified apps, or educational platforms. By fostering a sense of belonging, they keep users engaged and motivated to return. Community management plays a crucial role in the success of gamified platforms. When users feel connected to a larger group, they’re more likely to participate and contribute. Thai game publishers facilitate these connections through forums, social media, and in-game communication channels. They create spaces where players can share tips, celebrate achievements, and even compete with one another, reinforcing the core dynamics of the gamified experience.

3. Deep Understanding of Game Localization

One of the standout qualities of Thai game publishers is how well they understand localization: the ability to adapt content not only to the vernacular but also to cultural nuances and preferences. This is very important in gamification, where the feeling needs to be given that it was made for the users. More so, localization goes beyond translation; it is about creating an experience that locals can associate themselves with. As an example, Thai game publishers understand how to adjust the main storyline of the games, visuals, and game mechanics to meet the preferences and values of the Thai market. This attention to detail ensures that users feel a stronger connection to the platform, increasing their likelihood to engage and stay loyal.

4. Data-Driven Customization and Fun

At the heart of successful gamification is the ability to analyze data and customize the experience based on user behavior. Thai game publishers excel in this area by using sophisticated data analytics tools to track user interactions and adjust the game mechanics accordingly. Whether it’s tweaking reward systems or introducing new challenges, they ensure that the game remains both fun and functional. The beauty of data-driven gamification lies in its adaptability. Continuing the analysis of how users interact with the platform, Thai publishers can make real-time adjustments to improve the experience. It entertains users and ensures that gamified elements serve some purpose: the completion of tasks, learning of new skills, or even purchasing a product. It also helps publishers maintain a perfect balance between fun and functionality. Gamification is not about blindly adding elements of games to anything; rather, it is the art of creating an experience that is both fun and meaningful for the users.

Wrapping Up

The gamification landscape in Thailand has seen impressive growth, driven by innovations in e-commerce, education, and business sectors. One of the central players in this evolution is Thai game publishers, whose expertise in game design, community management, localization, and data-driven customization has been instrumental in shaping these trends. Are you ready to level up your game’s reach in Thailand and beyond?Digital-Trans Asia offers comprehensive game localization and publishing services that are tailored to the diverse markets of Southeast Asia. With a deep understanding of local cultures, languages, and user preferences, our team ensures that your game is perfectly adapted for maximum engagement.