Thanks. This is quite interesting, especially the socio-cultural aspects. The one thing I'd like to think more about is how gamification can be used to drive a mutually cooperative competition rather than a mutually destructive one. Think Bake-off (where everyone is supportive of each other) versus The Apprentice (where people actively sabotage each other). In practice (unlike the Apprentice), the idea is to grow the whole pie rather than grow one sales person's pie at the expense of the others. It would be interesting to think about how gamification software (and the associated reinforcements) could be designed to support this kind of thinking.