Every once in a while, a particular topic will arouse heated discussion among the GameSpot AU staff. Rather than simply yelling creative insults and throwing rubbish at each other, we thought we'd come up with something much more useful: an opinion blog. Whenever we find ourselves with something constructive to say about a particular topic related to gaming, we will put it right here in The Aussie Angle. The blog will run regularly, and, as usual, we encourage you to have your say in the comment box below and give us your thoughts on the topics under discussion.

　　Kicking things off is a topic that has divided people in the games industry. Although not a real word, "gamification" is a term that refers to the employment of video game mechanics in real-life activities, particularly consumer-related ones, which encourage people to adopt particular habits related to these activities. The idea here is that video games employ a basic incentive and reward system that could be useful in marketing particular products or websites or in making certain tasks more engaging. Currently, this idea is being employed mostly by businesses seeking to either make their employees happier about performing certain tasks or by attracting new customers. When you think of loyalty programs, that’s the basic idea of gamification.

　　On a more theoretical level, industry experts are proposing that gamification could be used to generally improve our lives altogether while leading more and more people to take up gaming. Jane McGonigal, a theorist, researcher, and designer of "serious games" designed to solve real-life problems, is spearheading the movement in the industry. She believes video games can transform the way we lead our lives and can be used to improve our general well-being.

　　There are also those in the industry who are opposed to the idea of gamification and what it represents. Common arguments on this side include the idea that gamification seems to sell short the very nature of video games and the complexity of gaming systems, taking only the most basic, shallow premise of incentive and reward and leaving out those things that make games engaging in the first place. So, does the idea of gamification have merit? Will it slowly infiltrate our daily lives or is this just a fad that’s going to die out? And is this something that will turn more people into gamers?

　　Are we all going to be playing Farmville one day?

　　Randolph Ramsay, Editor, GameSpot AU:

　　If you haven't seen Schell Games CEO Jesse Schell's landmark talk at last year's DICE summit about the future of gamification, then take some time out and go check it out now (start with part 1 on YouTube). Go on, I'll wait here until you get back.

　　Done? Scary, huh? Schell's view of how extreme the infiltration of this type of gamification could become in our future lives is awe inspiring and terrifying all at once. Points for brushing our teeth? For choosing certain brands in a supermarket? For our children getting good marks at school? It's impressive in scope, but it raises more than a few serious concerns about privacy. I, for one, wouldn't want to be tracked 24 hours a day, including in my sleep, by marketers and government agencies shoehorning basic game mechanics into everyday activities. And let's be absolutely clear on one point: The definition of gamification as its being bandied about now is completely about marketing; about being able to better sell or target products. Look at Foursquare, for example. It's not really about checking in so your friends can see where you are--it's about checking in so companies know when and where they can pester you with their products.

　　Gamification, too, won't suddenly convert nongamers into people like us. And the reason is the techniques used in gamifiying everyday activities aren't very gamelike at all. Earning achievements or points for going about your daily business is far removed from actually picking up a controller and pwning n00bs online. And let’s face it--gamification isn’t that new. In effect, Frequent Flyer programs and credit card reward schemes can be classified as having gamelike mechanics, and they’ve been around for decades.

　　Dan Chiappini, Previews Editor, GameSpot AU:

　　Remember when phones were only for making calls and games were for gamers? Times have changed and the humble game and its rules have moved beyond the exclusive domain of darkened bedrooms and bleary eyes hungry for one more frag before bedtime. The past few years have seen electronic devices take on a Swiss Army knife jack-of-all-trades quality, casting off the shackles of a single purpose and becoming our little black books; our social calendars; and for a lot of people, the first-stop destination for snack-sized gaming.

　　With this newfound everybody-games attitude has come the rise of "gamification," a term used to describe making even the most banal of duties an exercise in enjoyment by overlaying a level of fun. Does it really work though? Can adding points, trophies, achievements, badges, or levels really change the experience you have from doing stuff and your inclination to continue with the activities? The jury is still out.

　　At least in my eyes, gamification is simply an old concept with a new name and platform. Got a credit card that rewards points in line with your spending? Frequent Flyer membership? Coffee reward system with hole punches/stamps that grants you a free or discounted item on your 10th spend? You’re already playing the game.

　　Jamie Madigan recently looked at the Endowed Progress Effect, and the concept shares more than a passing similarity to the current gamification trend. Essentially, regardless of what you call it, the process is about loyalty. It dissuades you from shopping around, whether that is using other applications, trying a new coffee place, or viewing a competing website. But do they make doing tasks you wouldn’t have otherwise done more attractive? Personally, I'm inclined to think not. Until someone can show me a steep rise in the number of people visiting the dentist, completing online surveys, or filing their taxes early solely to unlock a reward or offer, I remain skeptical. Note to the marketers in the room: If you want your audience to do things it wouldn’t otherwise do--such as allowing you to voluntarily farm personal details and preferences--then offer real-world rewards like retailer discounts and free stuff, not intangible feel-good doodads.

　　As to whether or not gamification ruins games for gamers and nongamers alike, I'd draw lines between this argument and the turbulent fan reaction to the launch of the Wii. Many longtime Nintendo fans felt slighted that the company they had supported for decades had suddenly gone after a new (and lucrative) market and left them hanging out to dry with minigame compilations and babysitting simulators. Ultimately, as long as it gets people who may not have otherwise played games engaging with the medium, is it really a bad thing?

　　Gamification isn't a new idea, and because of this, it certainly can’t be labeled as a fad. It doesn't cheapen gaming; it doesn't necessarily correlate to a gentle introduction to more core gaming experiences. But it is here to stay. See you at the pub during happy hour.

　　EA's EA Sports-branded Visa debit card.

　　Laura Parker, Associate Editor, GameSpot AU:

　　Playing video games can be a fun, deeply rewarding and satisfying experience. Not the same can be said for everything in life. This is a good thing: If everything in life was as fun as video games are, we would no longer be able to appreciate those things that make our life more enjoyable to live. We'd find ourselves experiencing the same set of emotions every single day; in short, if everything were fun, then nothing would be fun at all. It's a very dystopian way to look at things, but that is what gamification is all about.

　　The most frightening thing about this idea is the way it is being sold. Everyone has a selfish agenda: corporate organizations are trying to instill some motivation in their staff; consumer companies are trying to get more people to buy their products; even theorists like Jane McGonigal, who believe turning everyday tasks into a game can improve our way of life, are trying to get people to buy their books and turn up to their lectures. Even if intentions were noble, the fact remains that the ideas driving gamification should be considered harmful to the way we live, not beneficial. Getting points and earning rewards for every action we take and every product we buy turns human interaction into a completely selfish act that is done only because we want that extra point or we want to earn that other reward.

　　I also object to the tenuous links between gamification and gaming that its proponents are keen to exploit. There is a lot more to video games than incentive and reward--understanding the game world, using skill to master it, becoming absorbed by the experience, and the like. Trophies and rewards are only a small, and rather shallow, part of gaming. I’m worried that rather than educate people about how emotionally rewarding gaming experiences can be, gamification is teaching people that there is nothing substantial or thought provoking about gaming at all; that it’s just about getting what you want and having fun doing it.

　　James Kozanecki, Staff Writer and Community Manager, GameSpot AU:

　　At its most basic level, gamification is all about appealing to one's competitive desire to be the best. Years ago, we didn't normally get rewarded for reaching a certain level or scoring 10 headshots in a row, but now, many players expect to be rewarded with badges or rewards that aren’t even tangible. In saying that, though, achievements and trophies aren't for everyone, but not everyone has that killer instinct to be the best.

　　Like Microsoft did with the introduction of achievement points, now marketing firms, online publications, and social media companies are introducing gaming elements to enhance user engagement and get users coming back for more. Sure, it might work to increase metrics initially, but I think they'll find in the long run that unless they do something really compelling, interest will drop off. I'll use myself as an example: When Sony launched the PS3 trophies, I was a big fan and tried to play platinum games to stay competitive. As time went on, I realized that there was always someone better than me at earning trophies, so I lost my focus, and now I barely even check my trophy count. I know plenty of other people who are in the same boat.

　　Gamification expert Jane McGonigal gave an interesting TED lecture about how she's trying to bring these addictive elements to real life to help solve the world's problems. Now that's all fine and dandy, but keep in mind that gaming is fun and people do it for a hobby so they enjoy earning points. Do you really think you would find people getting the "you studied hard for four hours" badge in the HSC iPhone app? Or being the mayor of the bathroom because it's their chore at home to clean the toilet? Of course they won't, and that's where it takes a real desire to get the job done to complete the task, and you can't produce that through intangible rewards. If you could, the Australian Defence Force and Special Operations Command wouldn't be in the situation it is in now, where there is a shortage of suitable candidates to fill the ranks of Special Forces operators. I'm sure if there were a way to encourage soldiers to walk 80 kilometres over the course of two days with an 80kg backpack for a badge, it would have tried that already.

　　I'll leave you with one final question: If gamification is such a big deal, why does the world's leading social networking site, Facebook, not feature a single badge or leveling system?

　　Aussie Angle is an ongoing series. Keep an eye out for more opinion pieces from the GameSpot AU crew. Got a suggestion for our next topic? Leave us a suggestion as a comment below.