Gamification: Who's Playing You?

i've been reading an article from the July issue of Wired on feedback loops, and at the end it brings up the concept of 'gamification' - that we are more likely to respond or react to something if we perceive it as a game. Therefore, people will happily report on their whereabouts to anyone who cares to check (including the NSA, presumably) if it means they can earn points, badges, and mayorships. Likewise, we'll be glad to furnish market researchers the data they crave on what we watch, read, listen to and even think about, for exactly the same nebulous 'rewards'.

Interesting stuff, if a little creepy in its implication. But what stood out right away for me is that - these rewards don't work on me. i do check in occaisionally on foursquare, but only to give a boost to a business i support. i don't read recommendations or 'follow' my friends activity - seriously, unless i was trying to track down someone, i can't imagine wasting time that way. i've also never had any interest in any of the online games offered thru social networks.

Because ultimately, i just don't give a shit about badges or points. And this got me thinking about my attitude towards games in the 'real' world. i won't say i don't like games or playing - but i only like certain *kinds* of games. Games with a strategy, that require puzzle/problem solving; yup, i dig those. But simple competition, accumulating points - *yawn*. Want to put me to sleep? Try to teach me a card game (as a good friend found to his consternation). If you really want to turn me off, put in a competitive edge, winners and losers. Play for money and i'll elect to watch paint dry instead.

All this makes me a 'bad customer' for games or apps that use simple game strategy as encouragement. And *that* makes me wonder what i'd be a good customer for - and who is already finding ways of modding my behaviour to suit their marketing demands. Will i know it when i see it? Or will i find myself blindly playing along because its 'fun'? Just some things to think of on a rainy Sunday night..