If a brand uses gamification with no THERE there… Meaning nothing that customers can get better at, no higher resolution richer deeper experiences (nothing meaningful to master), then by all means… Gamify it. It might be the only chance to compete, at least until the competition out-badgifys them.
But if there IS a *there*… something potentially purposeful that users can get better at and potentially master. Something they could potentially even *kick ass* at, that becomes valued for its own sake, then continuing to gamify it is potentially ruining it (refer to punished by rewards and yes, the research Pink mentions. You cannot disagree with ALL of it, right?)”—
Kathy Sierra via comments on The purpose of gamification - O’Reilly Radar
She’s on fire. I miss her blog, miss her on Twitter.