The global market of video games in 2012 was $67 billion and it is expected to reach $80 billion in the year 2017. The Entertainment software association published in its 2011 report that 72 percent of the American households play computer or video games. These staggering figures show that the market of computer and video games is big and that it is continuously growing. As games are becoming more and more popular, various industries are focusing on developing video games for performing different functions in their organizational systems and are getting inspired by the concepts used in video games. O2 is one of the UK’s leading mobile networks; it uses a video game for the recruitment of technical support staff. The use of games in marketing is becoming quite frequent. A new breed of video games allows players to physically participate by using their hand motions and body movements. This became inspiration for software developers, who came up with some programs in which users are able to control movements with their hands instead of using a mouse or keyboard. The application of games and game concepts in other fields of study has given rise to the term “gamification”. “Gamification” became popular in the year 2010 and since then has developed to a widely used and applied term. There are some definitions of „gamification‟:
“The application of typical elements of game playing (e.g. point scoring, competition with others, rules of play) to other areas of activity”.
“Gamification is the use of game design elements in non-game contexts”.
“Gamification is using game-based mechanics, aesthetics, and game thinking to engage people, motivate action, promote learning, and solve problems”.
The above mentioned definitions make it clear that “gamification” is about applying game mechanics and designs into other fields of study. It is an interesting way of doing serious real life things. Game mechanics may be applied to almost any industry for various purposes. “Game mechanics are ruled based systems / simulations that facilitate and encourage a user to explore and learn the properties of their possibility space through the use of feedback mechanisms”. Rewards, status updates, levels, bonuses, points, countdown, discovery, progression and immediate feedback are some examples of game mechanics. Game mechanics are used in games to engage, motivate, educate and entertain players. Furthermore, mechanics are used to earn loyalty of players in the favor of a specific brand. Players can also be motivated or influenced to do specific things with the help of specific mechanics. If game mechanics, designs and aesthetics can motivate people to play games it can also be applied to real life to drive the same results which are driven in games.