Gamification isn’t a new concept. Businesses have been trying to increase engagement by introducing game mechanics into their marketing for a few years now.
One of the most obvious examples is Foursquare, which has developed its offering from a social game into a local search engine as it moves towards monetisation.
But can gamification be applied to all business models?
During a keynote at TNW 2012 Gamification CEO Gabe Zichermann suggested that companies must first understand what it is about video games that engages consumers.