From Car Pool Dating Services to Socially Dedicated Diversions

 - May 15, 2013
From car pool dating services to socially dedicated diversions that claim to donate to charity with every click, these gamified giving examples will seem, to some, an uneasy approach to social and environmental problems -- to say the least. Essentially, crudely speaking, it melds clicktivism with gaming, while some have a stronger awareness component than others.

Gamification, coined by computer programmer Nick Pelling, is a term used to refers to the idea that humans have a "natural" leaning toward elements that come with games such as competition, rewards and achievement (especially that step-by-step kind you get by reaching levels in video games, for example). As such, these gamified giving examples correspond to a growing use in social entrepreneurship for marketing purposes.