So, what is all this have to do with gamification? Let me give you one example to start you thinking about it. In 2011, Major League Baseball started a promotion called MLB.com badges, where if you watched games on their streaming video service, they could track if you had the, client open. They would pick certain players, seemingly randomly, that were playing in that game and if those players did something specified. This player hits a double say, and you were watching that game, you would get a badge. They would give you this little token representing that player and it would go in this bookcase on their website, you would log in and have your profile. And the more that you got, the more the badges would collect up here. That's it. That's the service. So, you might think well, why would anyone care at all about that? What do you get for these badges? How would that be motivating? So, here's some quotes from a website called Sons of Steve Garvey, which is a blog for a group of die hard Los Angeles Dodger's baseball fans, remarking on their experience with this badge system. The first one says, I was obsessed with this! Even though he calls it a diversion, a curious sidebar diversion, he knows it's kind of silly. He says, thinking back, I really cared. I really wanted to get these badges. The second one said that he got mad at a co-worker for shutting it off because he wanted to get the badges even when the computer was just open by itself. He wasn't actually watching the games. He started caring about the badges more than actually watching the game. The third one said, I feel like a moth to a flame. Think about when a moth just seems mesmerized and it flies into a flame or a light bulb. Even to the point where it dies, just because somehow it's so attracted to it, this person said, that seemed like what I felt thinking about collecting these badges. And the final one, gets into a little more detail about what might be going on here. He said, these are virtual items, okay, good. They have no observable purpose. What do you do with them? You stick them in the case here and that's it. And no ultimate reward or benefit. They're not worth money. You don't use them to get free tickets or anything else. They're just badges. They're just there. If you've seen the famous movie, Treasure of Sierra Madre, you've heard the line, we don't need no stinking badges. These guys it seems like needed some stinking badges. And why? Well, this starts to get at it. It seems like an appropriate pastime for a blog such as ours. Remember, this is a group of hardcore Dodger fans. They got excited about these badges, because it was part of this experience of engaging with baseball and their favorite team. Now, we don't have any hard data on how many people felt the way that these viewers did. But we do know that major league baseball didn't renew the service in 2012. So, clearly, these badges had some motivating effect. And, the glass is half filled version would say, well, gee, this kind of gamified badge based service actually got people interested, even though it didn't seem to have any real value to it. The glass is half empty version says, well just how broad was that? How many people really were engaged and was it enough to justify the service? So, those are the kinds of questions that you should think about in developing or considering a gamified service. What motivates and is it the right kind of motivation and is it enough? What makes this challenging is that motivation is complicated. People are complicated. We are all motivated by many different things and we're not all motivated by the same thing all the time. So, if the goal is, for example, a company wants its employees to be more innovative. To come up with great new ideas that might lead the company in new directions. What would motivate those employees? Well, lots of different things. before, I asked you to come up with at least four different ways to motivate someone to do something. The point is, there's no answer. There's no answer that says, the only way and the best way to motivate everyone to do this thing is the following. Give them a cash bonus, or donate the money to charity because they'll feel good, or something else. There are many different forms of motivation, and in gamification, we need to be aware of all of them, and think about the appropriate times to use different techniques.