Informed by behavioural insights and powered by digital technology, gamification—the introduction of elements of play and gaming into otherwise everyday activities—can have powerful influences over the choices we make.
This influence can be wielded in positive ways, like helping people save for retirement or learn new skills. But some applications of gamification have proved controversial.
After briefly explaining what gamification is, this report looks at four examples of gamification in action: in online trading, ridesharing and food delivery, employee productivity, and dating. It also outlines the tools decision-makers can and should use to meet this challenge.