While some people dismiss gamification as a fad, neuroscientists are discovering more and more about the ways in which humans react to such interactive design elements. They say such elements can cause feel-good chemical reactions, alter human responses to stimuli - increasing reaction times, for instance - and in certain situations can improve learning, participation, and motivation.

Technology consultancy Gartner has projected 50% of corporate innovation will be “gamified” by 2015. Another consulting firm, Deloitte, cited gamification as one of its Top 10 Technology Trends for 2012, predicting: “Serious gaming simulations and game mechanics such as leaderboards, achievements, and skill-based learning are becoming embedded in day-to-day business processes, driving adoption, performance, and engagement.”

Game-like approaches to education and problem-solving are rolling out in new ways. To cite one prominent example, researchers at the University of Washington made headlines in 2011 with their game Foldit. It generated a crowd-sourced discovery of the mystery of how a key protein may help cure HIV. The game drew 46,000 participants whose gameplay took just 10 days to solve a problem scientists had been working on for 15 years.