Gamification, or the application of game elements in non-game contexts, has become increasingly popular in business and marketing over the past decade. The global gamification market has steadily grown and is projected to reach $32 billion by 2028 according to Emergen Research. Gamification leverages people’s natural desires for competition, achievement, status, self-expression, altruism and closure to motivate desired behaviors. It applies game mechanics like points, badges, leaderboards, challenges and rewards to drive engagement with products, services, brands and online communities.