Allein Moore catches up with Laurie Coots, CMO at TBWA Worldwide at Spikes 2011. She talks about gamification, a theory revolving around the elements that make play, such as a sense of losing time, an invitation to participate, a sense of challenge and mastery. She feels the digital age has made us too obsessed in writing games instead of making our brand proposition more interesting and more fun.

[tube]http://www.youtube.com/watch?v=pqnvh7Ba_xM[/tube]