And his idea was that in a game there is a physical or a virtual boundary that divides the world of the game from, what we could call, the real world. In other words the game is different. It might be a traditional physical boundary, like for example the lines around a soccer field. If you are on the pitch, you are playing the game, if you are in the stands, you're not. But it might also, might also be a conceptual boundary. When you sit down and started to play a video game, you are in a virtual way embedding yourself in the game. And the point is, when you are in the magic circle, the game rules matter, not the rules of the real world. So, this ties in to Suit's notion of voluntariness and a lusory attitude, but the notion is that we are essentially in a virtual environment. Whether we are, again , on a playing field or looking at a computer screen, we're thinking that the game matters and we should follow the rules of the game, more so than focusing on following the rules of the real world. Now, gamification as I've said, involves elements of games, and concepts, and techniques from games rather than full blown games. So, the challenge and the opportunity for gamification is to put the player as much as possible in the magic circle. If you feel like the game matters, whether that's Club Psyche, or KEAS, or the Speed Camera Lottery, or any of the examples I've given. If the player feels like that's important, those are real constraints, then they will be motivated to play and to respond to the incentives that the gamified system provides.