Gamification has become an essential part of any digital business strategy as a way of digitally motivating people and overcoming barriers of scale, time, distance, connectedness, and cost, according to Gartner. Digital business leaders are using gamification to add value to the product offer, to increase employee engagement and to drive crowdsourced innovation.

Gamification has tremendous potential, but right now most organizations aren’t getting it right. The road to gamification success is full of pitfalls, and many companies don’t understand how critical player motivation is to success.

In the newly-launched book Gamify — How Gamification Motivates People to Do Extraordinary Things, Brian Burke, Research Vice President of Gartner, explains how to design an experience that touches people on an emotional, rather than transactional, level and motivates them to achieve their goals.