Gamblification: A definition

In recent years, gambling has become increasingly prominent in everyday life; the term ‘gamblification’ first emerged late 2000s and was used to describe colonisation of sports sporting cultures by industry. Since that time, gamblification been a range phenomena diffuse contexts; it variously as proxy for convergence gaming gambling, specific monetisation practices, or means motivating consumer behaviours. Conceptual clarity further muddied positioning form gamification. This work provides definition gamblification, which draws upon consolidates existing uses while also providing lens through differing aspects can be understood appraised. By doing so, this will establish clear conceptual framework, structure in-depth discussions multi-dimensional phenomenon.