ABSTRACT
This chapter distinguishes between "gamifying" and "gamification", because too often the latter term has become associated with incentive systems in which participants have little opportunity to subvert the basic rules. The digital rhetoric of Pokemon Go was often occluded in its playable system where many of the more site-specific rules of the game might have seemed illegible or invisible to its users before consulting forums, maps, or social network sites. The Pokemon Go syllabus observes that some of the most contentious discussions about the game involve overlaps with perceived sacred spaces. Certainly Pokemon Go provides extremely rich streams of data to the puppetmasters of Niantic. Although Niantic, as a software company licensing valuable intellectual property attempts to police hackers, modders, and countergamers, containment will always be impossible in the crowded and heterogeneous environment of the animate digital city.
