GamesBeat

Five predictions on where gamification is going next

At the close of the MIT/Stanford Venture Lab event on gamification, moderator Margaret Wallace (pictured), chief executive of Playmatics, asked where gamification, or the use of game-play mechanics in non-game applications, is going next. In 15 seconds or less, the panelists answered.

Here are their responses:

Courtney Guertin, chief technology officer at Kiip, which offers in-game rewards for mobile players: The big step is going to be personal. As these mobile devices take in more and more data about us on a regular basis, we’re going to get a quicker feedback loop and we’re going to have much more data to process on. That’s the next generation for us.

Rajat Paharia, founder of gamification services firm Bunchball: Gamification is going to change the nature of working. The data that employers capture and utilize to motivate their employees, I think it’s going to be huge.

Amy Jo Kim, CEO of game design consultancy ShuffleBrain: I think it’s going to be embedded everywhere, and I don’t think it’s going to be called gamification. It’ll be embedded, and we’ll understand it more through the verticals that it’s enriching.

Joshua Williams, senior software design engineer at Microsoft: I would say the future of work is play. Both how we’re communicated with… Instead of a big long e-mail that explains what we do and what the company priorities are, that can be an intro level to the next game. Beyond communication, it’s how we engage, how we work, how we collaborate. And it won’t be gamified, but it’ll be fun. I think the Fun Theory work is a great example of the kind of thing we need to do.

Andrew Trader, former Zynga employee and venture partner at Maveron, a venture capital firm: Social plus mobile plus platform plus gamification…okay. [laughs] I think making gamification development meaningful in health care will be important. And also the social 2.0 consumer applications.


Mobile developer or publisher? VentureBeat is studying mobile marketing automation. Fill out our 5-minute survey, and we'll share the data with you.