Limitless gamification

Thinking in terms of games and game mechanics to engage users and solve problems is an increasingly widespread acquisition and retention technique used in marketing strategies for digital businesses. It draws on the competitive spirit, an innate human trait, to make certain tasks more enjoyable and easier to carry out, and so build user loyalty. Gamification is starting to become a strategic management tool rather than a set of game design features or a technology solution. Further academic research into gamification is essential to its evolution, opening up new ways of applying its principles and bringing scientific rigour to its practices. Growing technological innovation is leading to an explosion of new forms of gamification.