Italy is carving out a distinctive role in the global gamification landscape, a sector expected to reach about $36 billion in 2026 and projected to surpass $180 billion by 2035. Gamification applies game mechanics – such as missions, rewards, storytelling, and interactive challenges – to fields outside traditional video gaming.
In Italy, this approach is increasingly used to promote art, history, and cultural heritage, transforming how visitors experience museums, monuments, and historic towns. Rather than passively observing artifacts or reading plaques, participants are invited to actively explore.
