Embedded gaming or "Gamification" is a next generation advertising approach in which gaming elements are integrated into a non-game environment.
Gamification represents a promising strategy for public and commercial brands to increase customer activity, build loyalty, broaden reach and monetize assets.

Mind Commerce projects Gamification growth to reach $3.6 billion by 2017. It is also estimated that by 2017, 80% of Global 2000 organizations will have gamified applications and/or processes.

There will be no escaping games in 2012. From the Olympics to hit shows on TV, lucrative games on your mobile phone to innovative live events, games are more a part of our everyday lives than they’ve ever been.
This briefing document looks ahead to the key issues that can help guide your strategy in 2012. And, since the gaming world evolves fast, we’ve drawn some concrete examples of these trends from front-runners in 2011, so you can get to grips with what they mean in practice.