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The process of using game mechanics and game thinking in everyday life is called "gamification," and it's changing how people interact with one another. The theory is structured around a core tenet of games: using positive incentives to create better behavior.
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Full story at http://www.npr.org/2011/03/27/134866003/gamifying-the-system-to-create-better-behavior?ft=1&f=1006
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