Here is a super interesting article about this somewhat unwieldy term. 

‘Gamification’, the internet will tell you, is the future. It’s coming soon to your bank, your gym, your job, your government and your gynaecologist.
 – Can’t play / Won’t play

I suppose as a fan of ‘Epic Win‘ I am already elbow deep in that process but her concerns resonate clearly with me. I dont ‘enjoy playing’ epic win so much as enjoy completing everyday tasks and I am in fact using epic win as a fancy to-do list. I can barely remember what level I am and most of my additional enjoyment of the app comes from the cleverness of the writing and the varied loot. This makes the ‘game’ much more involving for me and in many ways turns it into a game. All this, and the contents of the ‘Hide and Seek’ article reinforces the importance of understanding what drives players – the need to beat the game in a purely objective sense, or the need to develop within the ludic framework.