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How games and fun can change human behavior

I found this interesting video analyzing “gamification” as an umbrella for social media, in a presentation made by John Dye. It is the intersection of loyalty, game design and behavior, and this is a great example of how the number of people using the escalator decrease if you transform the stairs in a piano. Playing games and having fun can really change our way of doing things? If your answer is yes, how this theory can be applied to events?

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