Gamifi cation is in vogue (Richter, Raban, and Rafaeli 2014). Gamifi cation as a strategy for improving and enhancing/changing user engagement and behaviour has been a much-discussed topic within academia and industry (Hamari, Koivisto, and Sarsa 2014). The core idea is to improve user experience and change user behaviour by adding game design elements (in a nongame context) to services or applications, making them more engaging, fun, meaningful and persuasive (Deterding et al. 2011, Nicholson 2012, Cugelman 2013). Some have seen this design strategy as the next generation digital marketing technique and argued that gamifi cation can be used to market and promote everything from new technology to sustainable consumption (Hamari and Lehdonvirta 2010, Richter, Raban, and Rafaeli 2014, Robson et al. 2015). And indeed, as a review of the fi eld shows, gamifi cation has already been used in a variety of different contexts, such as education, health, innovation, online retail and sustainable consumption (Domí nguez et al. 2013, Hamari, Koivisto, and Sarsa 2014, Insley and Nunan 2014, Lieberoth 2015, see also, Hamari 2013).