Gamification - The reality of what it is… and what it isn’t

Gamification is a buzzword currently reverberating across the internet - but how much of it is hype and how much is reality? Sitting at the cross-roads between behavioural economics and video games, gamification brings behaviour change methodologies into the digital age by explicitly providing us with the mechanics to improve user engagement.

Gamification - The reality of what it is... and what it isn't

Kyle Findlay and Kirsty Alberts The TNS Global Brand Equity Centre, South Africa

INTRODUCTION

Gamification - the application of game mechanics to non-game environments to enhance user engagement...