I see this as part of the reaction to the "don't make you user's think" design that has permeated the last 5 years or so on the web. Game mechanics are an inte

I see this as part of the reaction to the "don't make you user's think" design that has permeated the last 5 years or so on the web. Game mechanics are an interesting way to have more complex applications that don't scare users off and even encourage them to think and participate. They require careful balance and use to not swing into other weird places, but the fact that they can go there (addictive, purely rewards based actions) are testament to their power. It's amazing how many people I talk to through IActionable that get it wrong and had initially planned to create systems that could have really hurt their applications in the long run. I think the educational aspects of game mechanics can be a big thing and is probably one of the more overlooked benefits in the face of other great benefits like retention and engagement.