This book explores how gamification techniques are used to leverage users' natural desires for achievement, competition, collaboration, learning and more. Compared to other books on this topic, it gives more than just an introduction and develops the readers understanding through frameworks and models, based on research to make it easier to develop gamified systems. The concept of gamification achieved increased popularity in 2010 when a number of softwares and services started explaining their products as a ‘gamification' design. The title explains how game elements and mechanics are important, how video games are learning systems and examines how video game aesthetics are vital in the development of gamification. It will challenge some common beliefs when it comes to gamifications' abilities to immerse and change the user's intrinsic and extrinsic motivations. It aims to develop new models in gamification to enable easier gamification scenarios. The title is a comprehensive analysis and discussion about gamification and serves as a useful tool, since it acquaints readers with gamification and how to use it, through illustrated practical theoretical models. Academic researchers, students, educators and professional game and gamification designers will find this book invaluable. Provides a methodical gamification guide; describes how video game aesthetics apply to gamification; and contains techniques and examples from a range of sectors including business and education.