Now, the first time that gamification was used in something like the current sense was 2003. When Nick Pelling, a British developer and a designer, set up a consulting firm called Conundra, which was there to promote gamification of consumer products. He wanted to take a hardware product and make it more game-like. Didn't have a lot of success, the consultancy didn't last all that long but it was an indication of this notion that game mechanics and game concepts could be applied in this way to consumer products and other kinds of situation.