In his short treatise On Bullshit, the moral philosopher Harry Frankfurt gives us a useful theory of bullshit. We normally think of bullshit as a synonym--albeit a somewhat vulgar one--for lies or deceit. But Frankfurt argues that bullshit has nothing to do with truth.
Rather, bullshit is used to conceal, to impress or to coerce. Unlike liars, bullshitters have no use for the truth. All that matters to them is hiding their ignorance or bringing about their own benefit.
Gamification is bullshit.
I'm not being flip or glib or provocative. I'm speaking philosophically.
More specifically, gamification is marketing bullshit, invented by consultants as a means to capture the wild, coveted beast that is videogames and to domesticate it for use in the grey, hopeless wasteland of big business, where bullshit already reigns anyway.
Bullshitters are many things, but they are not stupid. The rhetorical power of the word "gamification" is enormous, and it does precisely what the bullshitters want: it takes games--a mysterious, magical, powerful medium that has captured the attention of millions of people--and it makes them accessible in the context of contemporary business.
Gamification is reassuring. It gives Vice Presidents and Brand Managers comfort: they're doing everything right, and they can do even better by adding "a games strategy" to their existing products, slathering on "gaminess" like aioli on ciabatta at the consultant's indulgent sales lunch.