"When people talk about gamification," Hamilton says, "the game part gets them mixed up or a little bit confused because they think it's all about building games when in fact it is building and using the tactics that are often used in games in a more subtle and business way."

Many of us already use products that have gamification "embedded," he adds. "A lot of people don't even think about it. For example, the analogy I often make for people is, 'Do you own a points card?' and most people say to me, 'Yes, I do. I own more than one.'