There has been a lot of talk about the benefits of gamification to businesses and to the world. Turning life into a game to create behavior change sounds like some seriously smart thinking. Especially when it comes to turning activities that are traditionally seen as difficult to get people to do for their own benefit (eating fruit, exercise, watching less of The Only Way Is Essex)
Gamification is interesting because it seems to have been a core element that behavioural economists like Thaler and Sunstein appear to have missed from their bag of tricks. It is also something people have a sense of through the huge amounts of time that men have spent playing Call of Duty, and that women have (generally) watched men doing so. Or those who have read about gamers dieing in cyber cafes due to forgetting to like, eat and stuff.