Gamification

Nick Pelling, recognised by many for coining the word ‘gamification’, used it to describe the application and design elements of games user-interfaces to drive engagement in non-games environments such as electronic services, websites, ATMs, mobile phones, digital financial services and online trading. Gamification is designed not just to drive engagement but to enhance the user experience, improve loyalty and increase productivity. The term has expanded to capture not just enhanced digital environments but any environment in which user-experiences in service-provision or within organisations to improve motivation, for example, can be created in ways that replicate the gaming experience.