Categorization Gamification in a narrow sense is used in a non-game context, is built into the service system, and is aiming at an infinite experience. It does not aim at creating a game but offering a gameful experience. In a broader sense gamification also includes game context such as in serious games and finite and infinite games. Another categorization compares gamification with other gameful approaches by looking at characteristics such as spontaneity, rules, or goals: Techniques Gamification techniques strive to leverage people's natural desires for socializing, learning, mastery, competition, achievement, status, self-expression, altruism, or closure. Another approach to gamification is to make existing tasks feel more like games. Some techniques used in this approach include adding meaningful choice, onboarding with a tutorial, increasing challenge, and adding narrative. Applications Gamification has been widely applied in marketing.