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Submission + - Gamification - how much of this stuff is new?

An anonymous reader writes: It's nigh on impossible to avoid all the chatter and buzz around the concept of gamification — using game mechanics to create engagement outside the world of videogames. has an interview with US author Aaron Dignan whose book Game Frame delves into the topic to try and pull out a few rules of engagement for businesses seeking to tap into the power of gaming to better motivate their staff. Dignan is fairly convincing and yet I can't help feeling there's a lot of hype and not necessarily a great deal of substance to all this gamification chat. Perhaps the term itself is the problem — maybe 'playfulness' would be a better concept to think of. What do Slashdot readers make of the gamification movement and its evangelists?
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Gamification - how much of this stuff is new?

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Artificial intelligence has the same relation to intelligence as artificial flowers have to flowers. -- David Parnas