ABSTRACT
The post-industrial age saw organisations optimising the tasks and activities that make up their business processes. New methodologies have been developed, designed and deployed in the name of efficiency. Richard Bartle is a researcher and writer living in the cathedral city of Ripon in the north of England. Bartle was responsible for causing a chronic lack of sleep amongst pioneering gaming enthusiasts, including me, in the early 1980s. Business systems are also subject to deliberate design disciplines. Business re-engineering programmes are alive and well today as a service offering from any of the large consultancy firms, including Accenture, Deloitte, Capgemini, Ernst & Young and IBM Global Business Services. People, Bartle was essentially saying, are different. Social game designer Amy Jo Kim developed a model based on social engagement verbs and the motivational patterns that she observed in modern social gaming. Her model comprises four categories: Compete, Collaborate, Explore and Express.
