As you are reading through Adweek's special issue on gaming and advertising, I thought I'd point towards an April post by Russell Davies who wrote that there's more to gaming than badges and leaderboards.
"We're going to encounter a bunch of crappy sorta-games foisted on us. Those rudimentary game schemes are going to be rolled out by everyone with a rewards card, CRM system, loyalty scheme or something that can be plotted on a graph. And they're going to be no fun. They're going to drive us all mad. This'll either lead to wholesale abandonment of the whole idea or a recognition that proper games design is necessary."
Image source: Justin Marty