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Designers are trying to "gamify" applications which traditionally were not game-like at all. This is a type of design thinking that has spread from the gaming world and is now merging with the User Experience Design / Interaction Design world. Games keep people in intrinsic motivation, by addressing three intrinsic motivation needs (from SDT): - Competence (This is about meaningful growth. ) - Autonomy (Choice, control, and personal preference lead to deep engagement and loyalty.) - Relatedness (This is about mutual dependence. We're intrinsically motivated to seek meaningful connections with others.)