In the world of digital technologies, everything is changing faster than an iOS update installs. To keep up with the market, it’s important to understand where everything is moving. Especially in gamification, where user engagement and technological innovation go hand in hand.
The good news is that these trends can already be seen in action. For example, the Soft2Bet platform successfully adapts global technologies to the needs of local audiences. But let’s break it down.
Below are ten global trends that will shape the digital experience in 2025. Spoiler: it won’t be boring.
Contents
- 1. The rise of digital platforms in emerging markets
- 2. Gamification as a standard
- 3. Personalization with AI
- 4. The new landscape of digital marketing
- 5. Connected TV (CTV)
- 6. Security as a basic element
- 7. The “seasons” model is like Netflix, but for gamification
- 8. Compliance-as-a-Service
- 9. Responsible engagement as a competitive advantage
- 10. Experience is more important than money
1. The rise of digital platforms in emerging markets
Digital engagement has long since moved beyond Europe and the US. Today, the focus is shifting to Latin America, Africa, and Southeast Asia. Why there? It’s simple: more smartphones, better internet, fewer restrictions. For example, in Brazil, the share of mobile platform users has almost doubled in the last five years.
Africa is not lagging behind, either. Companies are creating applications adapted to local languages and payment systems. This approach is a demonstration of respect for the audience and a real way to increase engagement.
2. Gamification as a standard
If you still think gamification is about badges and levels, it’s time to reconsider. In 2025, it’s a full-fledged business strategy.
Digital platforms are increasingly embracing missions, leaderboards, and rewards. Why? Because it works, plain and simple. Users stay on the platform longer, come back more often, and are more likely to take the desired action – whether it’s shopping, learning, or filling out a form.
The scope of applications is vast: from online banking to educational platforms. The key is a balance between engagement and transparency. No one wants a “casino effect” in a tax app.
3. Personalization with AI
A boring, one-size-fits-all interface is a thing of the past. Artificial intelligence is taking it upon itself to create a personalized path for each user. Imagine opening an app and it already knows what to offer you. Zero magic, pure algorithms.
AI is used for recommendations, adapting difficulty levels, and even predicting future user behavior. This is especially important for younger audiences who are used to TikTok algorithms and YouTube recommendations.
One thing is important here: technology must delight the user within ethical and regulatory boundaries. Soft2Bet’s example emphasizes the importance of just such an approach – advanced but responsible.
4. The new landscape of digital marketing
The world of digital advertising will change dramatically by 2025. Tighter privacy rules and restrictions on targeted ads are forcing marketers to reorganize their strategies.
Google has already announced the abandonment of personalized advertising, and in Europe, restrictions are spreading like wildfire. What does this mean for businesses? You’ll have to forget about the “promote” button and think about content.
SEO, own blogs, Influencers, and direct engagement through content are now trending. And then there’s honesty and transparency. People don’t fall for aggressive retargeting anymore but willingly subscribe to brands that actually provide value.
5. Connected TV (CTV)
Yes, yes, TV is back on trend. Only now it’s not just a “box” but an interactive platform. CTV gives you the opportunity to show branded content with precise targeting and gamification elements.
For example, instead of boring ads, you get a mini-game right on the screen, where you get a bonus for passing it. It’s exciting, engaging, and not annoying at all. Especially against the backdrop of declining interest in traditional social media advertising.
Companies that are already investing in creative content for CTV are actually preparing the ground for the next wave of digital marketing. And that’s where gamification is back on the horse.
We’re halfway through the list, by the way. It’s funny to realize how fast the world is changing. Ten years ago, 90% of what we’re discussing now simply didn’t exist. Cool. Just as long as it doesn’t turn into Huxley’s version of Brave New World. Let’s move on
6. Security as a basic element
Cybersecurity is no longer just a line in the budget but a cornerstone of any digital ecosystem. As the number of platforms and users grows, so does the number of threats, from basic phishing to hacking into user accounts through data breaches.
Platforms that utilize multi-factor authentication, AI tools for fraud detection, and transparent privacy policies not only protect their users but also build trust, which, by the way, is the most valuable currency these days.
7. The “seasons” model is like Netflix, but for gamification
Remember how pleasant it is to wait for a new season of your favorite show? Well, users want the same from digital platforms. Episodic content delivery, seasonal missions, themed updates – all of these become powerful retention tools.
Gamification through a drip content model encourages users to return, creates a sense of anticipation, and strengthens ties to the community. Especially if it’s all also personalized with AI.
Soft2Bet is already testing approaches in which a recommendation system tailors content to the user’s preferences and suggests challenges on a “new episode every Tuesday” basis.
8. Compliance-as-a-Service
The more global the platform, the more paperwork. Regulatory requirements in the EU, US, Asia are no longer just differences, they are mini-jungles. Compliance-as-a-Service (CaaS) solutions allow you to automate compliance checks, avoid fines, and at the same time not slow down product development.
Companies need flexible tools that can adapt the system to a specific market—whether it is personal data protection or requirements for financial transactions. They are like master keys that unlock different regulatory doors: convenient, fast, and secure.
9. Responsible engagement as a competitive advantage
Users no longer want to be just “units” in analytics. They care about how they are treated. And it’s not just about the “delete account” button. It’s about real tools: time-of-use limits, behavior analytics, and self-assessment features.
Platforms that implement such features gain not only a positive reputation but also a more loyal audience. Satisfaction and the average time spent interacting with the product increase.
10. Experience is more important than money
For years, digital platforms have competed for attention through bonuses, promotions, and cashback. In 2025, it’s not the amount of money in your account that’s at the forefront but the experience. Engagement mechanics become more complex and interesting: leaderboards, challenges, achievements, and in-game events create a sense of movement and meaning.
That’s not to say that no one needs the money. But the value of community, the excitement of competition, and the opportunity to be recognized often play a much bigger role. Especially for younger audiences who grew up on Discord and Twitch
