Gamification for Serious Business

In Ecommerce Times: A pretty broad view of what gamification means.  Is it just Loyalty points?   And sharing their level?  It is a useful way to think about the loyalty idea, and start there as opposed to looking for an extreme game gimmick. " ... Airlines have built some gamification into their frequent-flier programs as they reward their best customers with elite status at certain earning levels. However, few fliers would describe their airline's loyalty program as fun or engaging. Few frequent flier programs offer challenges, competition with other "players," or an active community that allows fliers to compare their statuses and compete with each other.... "