I wrote for Wired:
But some believe gamification may do more harm than good. Kathy Sierra, a game designer who has given talks on the dark side of gamification, tells Wired that game designers and scholars are almost universally against gamification.
As Sierra points out, gamification replaces an intrinsic reward with an extrinsic one. In other words, it shifts a participant’s motivation from doing something because it is inherently rewarding to doing it for some other reason that isn’t as meaningful. This, she says, is ultimately less motivating.
Sierra cites research from University of Rochester psychologists Edward L. Deci and Richard M. Ryan, which was popularized by Dan Pink’s book Drive. Deci and Ryan concluded that the most powerful motivators for employees are the mastery of the task at hand, autonomy, and something called relatedness, which might involve helping a customer with a meaningful problem. Gamification replaces these motivators with extrinsic motivators like points and badges.
The other problem is that gamified applications aren’t necessarily fun. Most of what is called gamification would be better described as pointsification, according to game designer Margaret Robertson. “What we’re currently terming gamification is in fact the process of taking the thing that is least essential to games and representing it as the core of the experience,” she wrote in a 2010 blog post
Full Story: Wired Enterprise: How ‘Gamification’ Can Make Your Customer Service Worse