Gamification is the application of game-design elements and game principles in non-game contexts. Gamification commonly employs game design elements which are used in so called non-game contexts in attempts to improve user engagement, organizational productivity, flow, learning, employee recruitment and evaluation, ease of use and usefulness of systems, physical exercise, traffic violations, and voter apathy, among others. A review of research on gamification shows that a majority of studies on gamification find positive effects from gamification. However, individual and contextual differences exist. Gamification uses an empathy-based approach (such as design thinking) for introducing, transforming and operating a service system that allows players to enter a gameful experience to support value creation for the players and other stakeholders. Gamification designers address the user as player to indicate that the motivations and interests of the player are in the center of the gamification design.

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