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;The idea of gamification is a simple one: to motivate and engage people by applying game design techniques and mechanics to non-game situations. Points, level progression, badges, achievements, power-ups, virtual currency, quests, puzzles, loss aversion – all of these game concepts are involved in this growing trend that spans areas from education and work to keeping fit and green actions to improved brand experience and loyalty schemes. While the principle of gamification may be simple, effective execution is not, as people’s motivations and approaches vary so widely. The crudest forms of gamification such as Foursquare-style badges and points-based reward schemes have been subject to an intense backlash from marketers and game designers alike. They tell us that this is not gamification but mere “badgification”—a one-size- fits-all solution to a far more complex problem. Right now gamification in marketing is uneasily balanced between hype and reality. 2012 will see a lot of great examples but also a broader understanding of its limits.;Over the years, the way we pay has changed from coins to paper money to plastic cards. We’re now on the brink of the next era—mobile payment systems. In 2012, we will see the rise of the “Mobile Wallet.” There are currently several ways to pay on a mobile phone, but one of the most exciting technology developments is Near Field Communication (NFC). NFC enables the transfer of data between two devices in very close proximity. Imagine a simple trip to the grocery store. After rummaging the aisles and filling your basket, you want to check out, fast. Rather than fumbling with cash or trying to get the machine to read your damaged magnetic-card-strip, you simply pull out your phone, tap it on to the payment reader and you’re ready to go. What does this mean for brands and marketers? The rise of mobile payment systems is one of many indications the mobile phone will become “the hub and center” of our busy lives. Not only is it a social