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First the World Wide Web changed the way we connect. Then Social Media changed the way we communicate. Now, gamification is changing the way we engage with our world and each other.

If this is your first time hearing about gamification, the typical reaction is, “What a stupid sounding buzzword,” followed by, “But it sounds important. What does it mean?” Let’s ask Wikipedia:

Gamification is the use of game design techniques and mechanics to solve problems and engage audiences.

The reason you’re correct to say it’s a stupid buzzword is because gamification is nothing new in and of itself. Anyone who’s been a part of a point-based loyalty program is no stranger to gamification. Everything from frequent flyer points to Camel cash are examples of gamification that predate the popularization of the Web.

What is new is the mobile technology the our world is awash in, and the social networks that constantly transmit the details of our lives. Now that gamification is meeting social and mobile, the result is transforming the very world we live in.

You might already be aware of popular mobile app Foursquare, which best exemplifies the current trend in gamification of awarding achievement badges and points for accomplishing tasks. That’s great and all, and while this kind of social network gamification of social media can change the way we hang out, it’s not really changing the world in a major way.

For sure, big brands are learning to embrace gamification. A few quick examples: The Fun Theory campaign by Volkswagen generated some novel game-inspired ideas to improve our environment and health. The Pepsi Refresh Project uses gamification to drive competition for millions in non-profit funding (a $10,000 prize was recently won by an EMN employee!) Poptent uses badges and prizes to crowdsource the production of video commercial spots from big brands like UPS, Hasbro, Taco Bell and more (not coincidentally, EMN alumni are also money prize winners there too).

But what about outside the world of popular commerce? Beyond corporate-funded marketing programs moonlighting as philanthropy, can gamification actually change the way we live? We believe so, and that’s why we’re offering, as a supporting argument, three websites in three critical subject areas — education, government and work — that are proving that gamification is starting to have a real and profound impact on our lives.

Education – Khan Academy

The story of how hedge fund analyst Salman Khan became one of the most inspiring educators of the 21st century is not to be missed. We encourage you to watch his TED talk and challenge the often-dystopic assumptions about the future of education.

Khan’s video-based learning recently got a serious upgrade in the form of gamification. His video series on high-school mathematics is now accompanied by a “knowledge map” that will be familiar to any RPG or real-time strategy gamer who has used a skill tree to level up their characters. In this format, it provides a real self-motivation to achieve competency in math as Khan tests your knowledge retention by requiring ten consecutive exercises be completed before accessing the next location on the knowledge map. Along with badges and social sharing components, the Khan Academy is one of the most promising applications of gamification. Both Google and Microsoft, among others, are funding the non-profit, making Khan Academy a real candidate for changing the world.

Government – Challenge.gov

You might say the White house is winning with gamification as the Obama administration embraces the latest trend in engagement. Their Challenge.gov site hinges on the popular mashup of gamification and crowdsourcing. Think you’ve got the next great idea for high-tech gloves to protect soldier’s hands as they descend from helicopters on ropes? Perhaps you’re convinced you hold the key to the Department of Transportation’s data visualization needs?

This prize-based stab at national progress comes courtesy of the COMPETES Act that was signed into law about a year ago. While the website itself is certainly more about crowdsourcing, the limited gamification elements (badges for participating in challenges) will surely grow over time. The overall theme of spurring innovation through open competition for prizes with a fair set of rules — that’s pure gamification.

Now faced with a contracting economy, government agencies are championing the program even more as a provider of low-cost solutions to high-tech government challenges. Let the government games continue!

Work – Nitro for SalesForce.com

Believe it or not, even your workplace is about to get gamified. A company called Bunchball created a plugin for SalesForce.com called Nitro that does just that:

Once you get to thinking, many workplaces are already full of gamification. The sales leaderboards of the past, drawn on posterboard in the lunchroom, are now always accessible via an engagement dashboard. Incentives for employee performance are now dangled daily, as displays of everyone’s standing in the competition motivate participation. Employees can be awarded achievement badges for learning new skills or completing tasks instead of less visible pats on the back and private kudos.

As gamification continues to evolve, EMN will be there to evolve alongside. Specialty companies like Bunchball and Badgeville have emerged to service the coming hordes of gamification-seekers, but only development shops such as ours have the kind of well-rounded service offering wherein gamification is but an increasingly important aspect. Contact us if gamification intrigues you as much as it does us, and maybe we can make something fun happen!