The trend of applying elements of computer games to nongame situations relies on two assumptions. One is that people are more likely to do something—shop for something, let's say, or go to a bar, or share information with people at work—if they enjoy it. The other is that they'll be more likely to enjoy anything if it's part of a game.

But just because games can be fun doesn't mean they are necessarily a good way to motivate someone to do something, says Judd Antin, an anthropologist and social psychologist who studies online experiences at Yahoo Research (and was one of this year's TR35 winners). Gamification, especially in offices, can actually discourage some people, he says; understanding what works in different settings will be crucial if gamelike systems are to have any staying power. Antin spoke with Technology Review's deputy editor, Brian Bergstein.