Gamification awareness reaches approximately 1 in 5 people (19.0%), an increase of 3.0 points from the previous year

SEGA XD Co., Ltd. (Headquarters: Shinjuku, Tokyo; President and CEO: Hidetaka Tani; hereinafter 'SEGA XD'), a company engaged in the gamification business, has conducted the '2025 Survey on Gamification Awareness' targeting 1,000 business professionals (men and women in their 20s to 50s nationwide). This release presents the results regarding the awareness and utilization of gamification as the 'Gamification Edition'.

※Results regarding the relationship between employee engagement and emotional value will be released in the 'Employee Engagement Edition'.

'Gamification' refers to applying game mechanics to non-game fields to increase user motivation and influence behavior. Because there have been few opportunities to publicly discuss its effects and realities in business, our company began conducting fixed-point surveys in this field last year. Due to its nature, gamification is characterized by its ability to move people's hearts and enhance 'emotional value'. Therefore, in addition to 'awareness and utilization of gamification', we conducted a survey on the 'relationship between EE and emotional value', focusing on 'Employee Engagement (EE)', which is a key issue for many companies and organizations, ahead of the new life season when many people start working in new workplaces and environments.

In the survey on 'awareness and utilization of gamification', it was found that approximately 1 in 5 people (19.0%) are aware of gamification, an increase of 3.0 points from the previous year. By job category, 'Sales Promotion/Marketing' was the highest at 43.3%, showing high awareness among planning roles, a trend consistent with the previous year.

Survey Overview Name: 2025 Survey on Gamification Awareness Target: Extracted from a screening survey (3,604 people) ・1,000 business professionals (men and women in their 20s to 50s nationwide) ・179 EE personnel (those involved in employee engagement & organizational culture development) ※EE personnel are included in the 1,000 business professionals. Period: January 29–30, 2026 Method: Internet survey

'Gamification Edition' Survey Summary 1. Approximately 1 in 5 people (19.0%) are aware of gamification, a 3.0-point increase from the previous year. 'Sales Promotion/Marketing (43.3%)' topped the list by job category. 2. Among those aware of gamification, approximately half (47.0%) utilize it in business.

＜Reference＞ ※Please refer to the separate news release for the 'Employee Engagement Edition'.