Bronwyn Williams.

Have you noticed how just about everything has become gamified? From social media platforms that rank us and reward us with explicit points and likes on the great scoreboard of global popularity, to corporate loyalty rewards programmes that would have us jump through ever more ridiculous and demeaning hoops. Have you signed up for yet another streaming service to get miles back on your bank card? Have you bought more toilet paper than you will ever need in three years to maximise your smart points? Our whole lives are a game, but it’s not much fun.

Now, businesses are hiring gaming studios to make their nudge-marketing mazes more fun and addictive, and make those implicit games we play for profit and savings that much more explicit.