In its simplest sense, “gamifi cation” is a recently established engagement method that aims to accelerate performance by implementing game-style incentivisation mechanics into nongame environments, such as businesses and services. Currently, it is most often applied as a “user experience design” (UXD) method, the contemporary convergence of human-computer interaction (HCI), user-centred design (UCD) and marketing that aims to increase user engagement, closing the “semantic gap” in the user experience (UX) by providing a higher level of engagement for people using machines-through call centre interfaces, for example. Quantifi able returns are indeed demonstrated when more engaging elements are designed into any communications touchpoint, a long-established tradition in both media and advertising and HCI. However, the recent evangelization of both gamifi cation methodologies and “gurus” demonstrates a fundamental, and startlingly absolute, absence of understanding of the paradigms of computing, design practice and game studies in the gamifi cation world.