Life's a game?

Moving on from my last post on measurement, it makes sense to take a look at how companies and brands use games and gaming in their communication and activities. I've posted a little about this before, here and here.

I like the way IKEA have turned something unexpected into a game in their TV ad 'Win at Sleeping,' from the agency Mother. It's clever and creative, through looking at something everyday - or everynight - in an unexpected way. And it's all done with a twinkle in the eye.

Is work a game? I'm not sure. Uber has recently come under criticism for using psychological gaming tricks to incentivise their drivers. How would you feel if you tried to log off and found that you were just a whisker away from hitting your earnings target? Would you squeeze in one more fare, even if you were feeling completely cream-crackered? Where does gamification stop being stimulating and start being sinister?

And finally, the CEO of Aviva is calling for companies to treat sustainability as a competitive sport. While his motivations are in the right place - to get companies thinking beyond the short-term pressure to make profits - I'm not sure that public league tables a la Champions League are really the way to go.

Just look at the corruption within FIFA.