We can define games as something we do to entertain ourselves, with a clear goal, and challenges along the way that affect our performance. That is, when we talk about gamification, we are approaching these three key elements: pleasure, objective and interactivity. What is behind these elements and why are all spheres of society trying to apply them in different ways? 

• Pleasant stories involve us and soothe our soul: “Stop playing because it’s addicting”.  Who has never heard that? Games are in fact addictive as they activate serotonin. They also create a unique and personal universe where individuals can easily escape stress and forget about their problems. This escapism, in the right dose, can be useful in challenging times. In the pandemic, we have had to escape (and a lot!) from boredom and unplug from bad news. In this context, playing is not simply a waste of time, it is also a means to keep a healthy mind. This is what led the Lego company, for example, to expand its target, designing experiments and game sets aimed at adults . The AFOLs (Adult Fans of Legos) seek to practice mindfulness by fitting the colored pieces and following instructions, while revisiting the past with universes that recall their childhood or youth. It is also what explains the success of coloring books for adults, the insane popularity of social simulation games such as Animal Crossing or even simple pastimes like Candy Crush.  

• The goal is an excuse, what matters is the journey: from board games to Nintendo Switch, all games have a goal and clear rules that establish who wins and who loses, stimulating competitiveness. The goal is taken seriously only within the game universe, but has no importance outside of it. What happens during the match (and how it is won) is the most important, bringing indirect benefits to the players: creating bonds between friends, relaxing, passing time, learning. In the end, games are the best way to put into practice the appreciation of the journey, and not of the destination. 
• Interactivity reinforces human connections: the interactivity inherent in games is what differentiates them from simple competition. This means that games “force” contact between players and prompt a more active than passive posture, building relationships. In times of social isolation, digital games have also made it possible to bring together distant people, which explains the boom of the online version of traditional games like chess and poker, or the success of more immersive games like Fortnite, which create parallel universes and avatars where people can connect in micro-communities.