Specialists have noted, however, that the gamified business industry tends to be portrayed as a relatively unproblematic, technical add-on to any strategy, while it in fact is a strategy for communicating at the “emotional level” (Burke 2014; Dale 2014). Gartner Inc. goes so far as to claim that 80 percent of launches of gamified initiatives in 2014 will fail (Burke 2014). The reason for this is “bad design” (Burke 2014; Dale 2014) because most gamification executives fail to align

the personal goals of a company’s customers, employees, and communities . . . with the organization’s business goals. Like two sides of the same

coin, shared goals may have different faces, but they are merely different views of the same thing.