ABSTRACT
Gamification is a part of a suite of data analytics tactics designed to influence decision-making, which includes the use of dark patterns, manipulative advertising, and deepfakes. All four seek to influence an individual—their beliefs, their behaviors, their decisions—in a manner that is not obvious to the target. When employed in their best possible use, these tactics act for the betterment of the individual (the target) and society. However, when employed in alternative uses, these data analytics tactics can be exploitive and undermine individuals’ decision-making. Readings include Tae Wan Kim and Kevin Werbach with a framework to address major ethical considerations associated with gamification, Kirsten Martin on manipulation and the collection of intimate data about individuals, and Vikram Bhargava and Manuel Velasquez on social media and internet addiction. Two related cases are on deepfake advertising and Uber’s use of gamification.
