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The Conversation
The Conversation
Adrian R. Camilleri, Associate Professor of Marketing, University of Technology Sydney

You might get a discount or free coffee but you’re also being played by the multi-billion dollar gamification industry

Starbucks
Markus Mainka/Shutterstock

You’re scrolling through your socials and an app for an online shopping site appears. You click the link but, before you can see any merchandise, a spinning wheel flashes up and invites you to press the button to spin. You do and you win 50% off any purchase. How good is that?

This is gamification and the spinning wheel example is used by Temu, the multi-billion online marketplace operating out of China from which you can purchase almost anything.

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