In those cases I would say it's not gamification that creates engagement. Rather, these people already want to be engaged, and they're using these badges as a t

In those cases I would say it's not gamification that creates engagement. Rather, these people already want to be engaged, and they're using these badges as a tool for themselves. Basically it's being used as a way to accelerate engagement but it CANNOT create engagement that doesn't exist. The difference between the two is very important because most "gamification" companies confuse the two and end up failing thinking they're doing the right thing. Instead, what they're doing is starting from a wrong assumption, and wrong assumption never leads to good results. It is a good idea to use a tangible milestones mechanism to motivate people who are already motivated, or who will do those things anyway. For example, I visit coffee shops in the morning to pick up coffee. This need already exists. So that's why a coffee shop providing "buy 10 get 11th coffee free" stamp card can make me come back. It doesn't "create" engagement, since it's not like I would go to a coffee shop 5 miles away just for this coupon deal. It simply makes it easier for me to make the decision I already make. However it is arrogant to think that you can "create engagement" this way, and you are doomed to fail. Because you're nothing more than a gimmick. I have never seen anyone succeed with this philosophy.