getting what you pay for

AS ESTABLISHED IN Chapter 4, digital entertainment has become a driving cultural force. Indeed, making the user experience engaging and entertaining is a critical element of business success online. The vast majority of people are now very comfortable with following a set of tasks, potentially ones that get increasingly complex as you go through them, and then receiving a score once the tasks are completed. Even better are those scenarios where the participant/player receives some sort of recognition or reward based on how well they perform the tasks versus some standard or versus the performance of others. The process of making work seem like play, or “gamification,” will be a critical driver of digital strategy ...

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