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According to Garner research, by 2015 more than 50% of organizations that manage innovation processes will use simulator games to improve those processes. This includes using games for consumer goods marketing and customer retention, which will become as important as important as Facebook, eBay or Amazon, with more than 70% of global 2,000 organizations expected to roll out at least one such application.

Using games as part of the business process is expected to help companies reach short term goals and motivate employees to achieve targets. The broad trend is towards employing game mechanics to non-game environments like innovation, marketing, training, employee performance, health and social change. Enterprise architects, CIOs and IT planners are at the forefront of leading this effort. Successful incorporation of simulations games can enable firms to achieve higher levels of engagement with their customers, improve employee performance and stimulate innovation through crowd sourcing.