By Bobby Carlton
BMW has created a way for drivers to actually be behind the steering wheel of a moving vehicle while wearing a VR headset designed to enhance your driving experience, and it puts the automaker on a new path as they dive into how XR technology, and the rise in passenger experiences and self-driving vehicles are becoming a reality.
The German automaker recently unveiled a new way for people to experience their M2 vehicle through a VR headset that has you actually driving the car. The M2 Project, which is part of the automaker's "M Mixed Reality" initiative, allows people drive a car that includes your foot on the gas pedal, braking, steering, turn signals, even the radio! Except instead of seeing the real-world, you're driving through a futuristic city. Check out the video below!
It sounds totally sketchy to be behind the wheel of any car while wearing something over your face that cuts out your real-world environment, but this wasn’t designed for normal streets; BMW designed their VR experience to be used on the company’s test track. The VR software can adapt and re-create the virtual course of locations around the world.
With that said, you could absolutely see something like this for your passengers!
Thanks to computer vision and simultaneous localization and mapping (SLAM), the car has some safety triggers built in to make sure you don't get into an accident. As an added layer of safety, a BMW employee also rides in the passenger seat to watch the road and press an extra brake pedal in front of them.
One company that sees the potential of VR and passenger economy is Holoride. They first announced their work back in 2019 showing how passengers could access their VR experiences as part of in-car entertainment. Since then, they have improved the experience using HTC's Flow VR headset and just recently announced the launch of their in-vehicle VR entertainment system in Germany. Select Audi vehicles can purchase the Holoride Pioneers’ Pack, which includes everything you need to transform your car into an “always-in-motion virtual space” where you can play games, browse the web, and more.
The inspiration for the BMW project came from the company's digital city, which was known as M Town. Alex Kuttner, the engineer who developed the VR experience, said that the BMW fans wanted to visit the city if it was a real place.
“M Town is a mindset,” Kuttner said in an official BMW press release. “It’s a town where everything is possible, and that was the moment I realized we aren’t only here for selling products. We’re here for selling emotions and experiences. These two things combined in mixed reality are only the start of something really great in the future.”
Almost two years ago, the company started working on the mixed-reality project, which was initially supposed to be used for the M5 model. However, instead, it was designed for the M2. According to the company's executives, the project could also be used to help drivers in racing competitions and training courses.
Frank van Meel, the company's CEO, said that the goal of the project was to give employees a chance to explore new ideas without having to think about the business case for each new innovation.
“I think the interesting thing is now we have an answer, and the question is, what is the question to this answer?” van Meel said. “There are so many ideas. We haven’t found the final answers, but we’re working on all of these kinds of ideas.”
Although the experience isn't yet available for the general public, the company invited several prominent gamers and content creators to participate in the development of the virtual reality experience. One of these was Cailee, a popular Twitch streamer and member of the G2 esports team. She said that she had previously tried playing video games in VR, but this was the first time that she actually used it. She believes that other games could also benefit from the technology.
“It’s just the most insane experience I’ve ever, ever had,” she said. “I play Rocket League, I’ve sunk so many hours into it and everything, but I really cannot describe the experience that I had in Munich.”
BMW hosted a demo of the mixed-reality experience in Lisbon. For those who were able to try it, the results were impressive, with everyone stating how the virtual course matched the actual driving experience, from speeding up, slowing down, and turns.
The first lap of the course featured a variety of obstacles that people had to avoid. To help "gamify" the experience, drivers had the task of collecting coins along the way. On the second and third laps, a timed element demanded that drivers accelerate, which provided them with the real feeling of racing. The suspension of reality allowed drivers to feel more comfortable with the way they drove.
According to David Hartono, the creative tech director of Monogrid, BMW's interest in gaming is evidenced by the company's decision to turn the vehicle's internal display into a controllers. Last month, BMW partnered with AirConsole to allow players to play games using the company's in-car display. He noted that the company's use of VR technology could help reinforce its image as an innovative and pioneering company.
Sean MacPhedran, a senior director at SCS, a digital agency based in California, praised the BMW's mixed-reality experience, saying that it was a step up from the traditional methods of driving luxury cars. It also highlighted the company's capabilities in a more consumer-friendly manner.
“With BMW doing so much work with mixed reality and industrial 4.0, it’s hard to telegraph that to a consumer,” MacPhedran said. “A consumer doesn’t care about all the stuff you’re doing to make a car that much better. It kind of reminds me of how they show the car in the wind tunnel, but now they’re doing this to show how advanced a car is.”
Several car brands have started experimenting with VR and AR in the past couple of years. In 2017, Lucid, a luxury electric vehicle startup, opened its New York City showroom to allow people to explore its virtual models. In 2022, Porsche and Audi announced that they would be partnering with the startup Holoride to develop in-car VR systems that would be used to give passengers an incredible immersive experience.
While Nissan turned to AR to show potential car buyers how safe their cars are and used VR as a fun tongue-in-cheek way to start a conversation about recruiting mechanics.
Along with the auto industry, we are also seeing aviation look at VR technology to change the way their customers experience air travel.
According to Mike Ramsey, an analyst at Gartner, car companies are constantly looking for ways to keep up with the technological advancements that are happening in the industry. However, he noted that BMW was one of the first companies to invest in both virtual and augmented reality systems. Despite the company's early involvement in the technology, he believes that the company's use of VR is more about brand building and setting their targets on the rise of XR and passenger experiences.
“It’s one of those things that every single car company is investing in but nobody has figured out what the business value is,” he said. “Augmented reality, virtual reality, all of these technologies. For a company that has a performance-oriented orientation, they’re going to look at that as a way to expand their brand beyond the physical to wherever you travel, so to speak.”
According to Heiko Wenczel, the director of the UE business at Epic Games, the BMW experience was built using real-time sensors and interactions with the car's surroundings. He said that being able to test and experience something in virtual reality is very beneficial for developing real-world products.
“You can translate that into any part of the manufacturing and automotive world,” Wenczel said. “Like when you design you get real-time feedback automatically, like what that is, and the human scale of designing cars and like understanding what mobility will be in the future needs that kind of interaction in real-time.”
Instead of rushing to develop something, companies often have to find a reason for their actions and how they can make money from it. According to van Meel, it's important to start with a low-budget project to avoid investing too much money. Although BMW wouldn't provide the exact amount of money that it spent on the project, van Meel noted that the company's budget was relatively lean.
“If you take a step back and you say, well, it’s not finished yet, but I can see a lot of creativity and a lot of potential that is still a little bit unclear,” said van Meel. “You just should let it happen if it’s not insanely expensive, of course, because then you need to make decisions right away.”
With the more automakers looking at XR technology as part of the in-ride experience and focusing on passenger economy, and companies like Einride with their driverless technology, the automotive industry is entering a brand new phase.
Jens Huang talks about the future of AI, robotics, and how NVIDIA will lead the charge.
By Bobby Carlton
A lot was announced and I did my best to keep up! So let's just jump right in!
NVIDIA CEO Jens Huang unveiled new cloud services that will allow users to run AI workflows during his NVIDIA GTC Keynote. He also introduced the company's new generation of GeForce RTX GPUs.
During his presentation, Jens Huang noted that the rapid advancements in computing are being fueled by AI. He said that accelerated computing is becoming the fuel for this innovation.
He also talked about the company's new initiatives to help companies develop new technologies and create new experiences for their customers. These include the development of AI-based solutions and the establishment of virtual laboratories where the world's leading companies can test their products.
The company's vision is to help companies develop new technologies and create new applications that will benefit their customers. Through accelerated computing, Jens Huang noted that AI will be able to unlock the potential of the world's industries.
The New NVIDIA Ada Lovelace Architecture Will Be a Gamer and Creators Dream
Enterprises will be able to benefit from the new tools that are based on the Grace CPU and the Grace Hopper Superchip. Those developing the 3D internet will also be able to get new OVX servers that are powered by the Ada Lovelace L40 data center. Researchers and scientists will be able to get new capabilities with the help of the NVIDIA LLMs NeMo Service and Thor, a new brain with a performance of over 2,000 teraflops.
Jens Huang noted that the company's innovations are being put to work by a wide range of partners and customers. To speed up the adoption of AI, he announced that Deloitte, the world's leading professional services firm, is working with the company to deliver new services based on the NVIDIA Omniverse and AI.
He also talked about the company's customer stories, such as the work of Charter, General Motors, and The Broad Institute. These organizations are using AI to improve their operations and deliver new services.
The NVIDIA GTC event, which started this week, has become one of the most prominent AI conferences in the world. Over 200,000 people have registered to attend the event, which features over 200 speakers from various companies.
A ‘Quantum Leap’: GeForce RTX 40 Series GPUs
NVIDIA's first major event of the week was the unveiling of the new generation of GPUs, which are based on the Ada architecture. According to Huang, the new generation of GPUs will allow creators to create fully simulated worlds.
During his presentation, Huang showed the audience a demo of the company's upcoming game, which is called "Rover RTX." It is a fully interactive simulation that uses only ray tracing.
The company also unveiled various innovations that are based on the Ada architecture, such as a Streaming Multiprocessor and a new RT Core. These features are designed to allow developers to create new applications.
Also introduced was the latest version of its DLSS technology, which uses AI to create new frames by analyzing the previous ones. This feature can boost game performance by up to 4x. Over 30 games and applications have already supported DLSS 3. According to Huang, the company's technology is one of the most significant innovations in the gaming industry.
Huang noted that the company's new generation of GPUs, which are based on the Ada architecture, can deliver up to 4x more processing throughput than its predecessor, the 3090 Ti. The new GeForce RTX 4090 will be available in October. Additionally, the new GeForce RTX 4080 is launching in November with two configurations.
Huang noted that the company's Lightspeed Studios used the Omniverse technology to create a new version of Portal, one of the most popular games in history. With the help of the company's AI-assisted toolset, users can easily up-res their favorite games and give them a physical accurate depiction.
NVIDIA Lightspeed Studios used the company's Omniverse technology to create a new version of Portal, which is one of the most popular games in history. According to Huang, large language models and recommender systems are the most important AI models that are currently being used in the gaming industry.
He noted that recommenders are the engines that power the digital economy, as they are responsible for powering various aspects of the gaming industry.
The company's Transformer deep learning model, which was introduced in 2017, has led to the development of large language models that are capable of learning human language without supervision.
“A single pre-trained model can perform multiple tasks, like question answering, document summarization, text generation, translation and even software programming,” said Huang.
The company's H100 Tensor Core GPU, which is used in the company's Transformer deep learning model, is in full production. The systems, which are shipping soon, are powered by the company's next-generation Transformer Engine.
“Hopper is in full production and coming soon to power the world’s AI factories."
Several of the company's partners, such as Atos, Cisco, Fujitsu, GIGABYTE, Lenovo, and Supermicro, are currently working on implementing the H100 technology in their systems. Some of the major cloud providers, such as Amazon Web Services, Google Cloud, and Oracle, are also expected to start supporting the H100 platform next year.
According to Huang, the company's Grace Hopper, which combines the company's Arm-based CPU with Hopper GPUs, will deliver a 7x increase in fast-memory capacity and a massive leap in recommender systems, weaving Together the Metaverse, L40 Data Center GPUs in Full Production
During his keynote at the company's annual event, Huang noted that the future of the internet will be further enhanced with the use of 3D. The company's Omniverse platform is used to develop and run metaverse applications.
He also explained how powerful new computers will be needed to connect and simulate the worlds that are currently being created. The company's OVX servers are designed to support the scaling of metaverse applications.
The company's 2nd-generation OVX servers will be powered by the Ada Lovelace L40 data center GPUs. Thor for Autonomous Vehicles, Robotics, Medical Instruments and More.
Today's cars are equipped with various computers, such as the cameras, sensors, and infotainment systems. In the future, these will be delivered by software that can improve over time. In order to power these systems, Huang introduced the company's new product, called Drive Thor, which combines the company's Grace Hopper and the Ada GPU.
The company's new Thor superchip, which is capable of delivering up to 2,000 teraflops of performance, will replace the company's previous product, the Drive Orin. It will be used in various applications, such as medical instruments and industrial automation.
3.5 Million Developers, 3,000 Accelerated Applications
According to Huang, over 3.5 million developers have created over 3,000 accelerated applications using the company's software development kits and AI models. The company's ecosystem is also designed to help companies bring their innovations to the world's industries.
Over the past year, the company has released over a hundred software development kits (SDKs) and introduced 25 new ones. These new tools allow developers to create new applications that can improve the performance and capabilities of their existing systems.
New Services for AI, Virtual Worlds
Huang also talked about how the company's large language models are the most important AI models currently being developed. They can learn to understand various languages and meanings without requiring supervision.
The company introduced the Nemo LLM Service, a cloud service that allows researchers to train their AI models on specific tasks, and to help scientists accelerate their work, the company also introduced the BioNeMo LLM, a service that allows them to create AI models that can understand various types of proteins, DNA, and RNA sequences.
Huang announced that the company is working with The Broad Institute to create libraries that are designed to help scientists use the company's AI models. These libraries, such as the BioNeMo and Parabricks, can be accessed through the Terra Cloud Platform.
The partnership between the two organizations will allow scientists to access the libraries through the Terra Cloud Platform, which is the world's largest repository of human genomic information.
During the event, Huang also introduced the NVIDIA Omniverse Cloud, a service that allows developers to connect their applications to the company's AI models.
The company also introduced several new containers that are designed to help developers build and use AI models. These include the Omniverse Replicator and the Farm for scaling render farms.
Omniverse is seeing wide adoption, and Huang shared several customer stories and demos:
The company also introduced a new Nano for Robotics that can be used to build and use AI models.
Huang noted that the company's second-generation processor, known as Orin, is a homerun for robotic computers. He also noted that the company is working on developing new platforms that will allow engineers to create artificial intelligence models.
To expand the reach of Orin, Huang introduced the new Nano for Robotics, which is a tiny robotic computer that is 80x faster than its predecessor.
The Nano for Robotics runs the company's Isaac platform and features the NVIDIA ROS 2 GPU-accelerated framework. It also comes with a cloud-based robotics simulation platform called Iaaac Sim.
For developers who are using Amazon Web Services' (AWS) robotic software platform, AWS RoboMaker, Huang noted that the company's containers for the Isaac platform are now available in the marketplace.
New Tools for Video, Image Services
According to Huang, the increasing number of video streams on the internet will be augmented by computer graphics and special effects in the future. “Avatars will do computer vision, speech AI, language understanding and computer graphics in real time and at cloud scale."
To enable new innovations in the areas of communications, real-time graphics, and AI, Huang noted that the company is developing various acceleration libraries. One of these is the CV-CUDA, which is a cloud runtime engine. The company is also working on developing a sample application called Tokkio that can be used to provide customer service avatars.
Deloitte to Bring AI, Omniverse Services to Enterprises
In order to accelerate the adoption of AI and other advanced technologies in the world's enterprises, Deloitte is working with NVIDIA to bring new services built on its Omniverse and AI platforms to the market.
According to Huang, Deloitte's professionals will help organizations use the company's application frameworks to build new multi-cloud applications that can be used for various areas such as cybersecurity, retail automation, and customer service.
NVIDIA Is Just Getting Started
During his keynote speech, Huang talked about the company's various innovations and products that were introduced during the course of the event. He then went on to describe the many parts of the company's vision.
“Today, we announced new chips, new advances to our platforms, and, for the very first time, new cloud services,” Huang said as he wrapped up. “These platforms propel new breakthroughs in AI, new applications of AI, and the next wave of AI for science and industry.”
By Bobby Carlton
The VR Awards has spent the last six years recognizing ground breaking achievements in immerse technology in multiple categories. Here are this years finalists of companies and their VR experiences that will help define the direction of where this type of technology will have an impact on everything from healthcare, enterprise solutions, and entertainment.
VR Healthcare of the Year recognises projects that are changing the landscape of healthcare industries for good, awarding both B2B and B2C solutions that can demonstrate a clear impact and understanding of the market.
Awarded to companies or individuals who have demonstrated practical and innovative uses of VR in education and training. This applies to any industry that has used VR to aid in experiences, videos, games and more (providing it has a positive educational use).
VR Enterprise Solution of the Year specifically rewards projects that satisfy the needs of an organisation rather than individual users. Such organisations include businesses, schools, interest-based user groups, clubs, charities, and governments.
Some projects may have smaller budgets, however, that doesn’t stop them from making a significant social impact on the world around them.
The VR Awards Social Impact Award is given to companies or individuals that produce and execute either an experience, product and or service which has resulted in positively impacting a cause for social good.
Without new startups creating innovative solutions and driving forward ambition within the industry, virtual reality would not be where it is today. Commending small businesses with proven business models is VR startup of the year.
Virtual Reality is a constantly evolving landscape that requires innovative thought leaders to pave the way by leading by example through first-to-market developments. Additional points are given to companies that place focus on their company culture and policies along with how sustainable their practices are.
Out-of-Home VR Entertainment brings a new level of immersion to theme parks, cinemas, attractions, museums and more. Nominees for this award have researched, implemented and carried out a truly outstanding, quality experience which has resulted in a high level of user satisfaction.
Virtual Reality gives marketers a new weapon to reach further demographics in increasingly creative ways. Judges look towards marketing campaigns that integrate Virtual Reality within the majority of the project. Particular focus is placed on the originality and creativity behind each marketing campaign.
Working to create an immersive, spatial and original VR media is very new territory for most designers and cinematographers. All nominations must substantially feature virtual reality within their media and work to create a comfortable and enjoyable experience for the viewer. Additional attention is given to the use of positioning and movement within the media. Can include short film, interactive pieces and design work within VR.
Experiences are what makes Virtual Reality come to life. VR experience of the year is awarded to companies that produce and execute a truly outstanding, quality experience which has resulted in positive user feedback.
VR Hardware of the Year is awarded to companies producing outstanding and impactful manufactured technology year on year.
Focusing on the use of Virtual Reality within games is the VR game of the year award. This combines the ingenuity and creativity that it takes to make a successful game along with the innovative use of movement that makes an experience worth while.
Gamification and the power of personalization may enable new opportunities and possibilities for engagement and enhancement of processes involved to achieve different targets and goals across the social landscape and other industries.
People all over the world generally accept gaming as one of the mainstream entertainment media. With games becoming more accessible, entertaining, functional, and almost like a part of lifestyle for people, Gamification is undoubtedly increasing across various industries.
What is Gamification?
Gamification is the process of integrating gaming elements and mechanics to any existing experience, work, or task to enhance and upgrade learning, engagement, performance, and enjoyment. During this gamification process, various gaming elements like levels, achievements, rewards, leaderboards, badges, challenges, etc., are integrated into the experience.
It eventually focuses on meeting the ultimate end goal, albeit with a more "gamified" approach. Hence, successful and good Gamification enhances and uplifts the experience involved, all the while being focused & guided to meet the actual targeted goals and demands within the original design intent.
Is Gamification Effective?
The workforce today is generally modern and is mixed with people from different generations and times. For example, millennials and people from Gen X, Y, and Z contribute to the vast workforce of the current world. Such a diverse mix of people from different generations was unseen and is unfamiliar to the contemporary world.
It is a complex process since different generations of people have different needs & demands, along with something all these generations can relate to. However, Gamification can solve that by using other game mechanisms applied to almost all people.
Gaming is one of the things that can relate to this diverse mix of generations. Gaming and game mechanics are generally noticed & found to be an associating factor between different ages when working and accomplishing a target or a goal.
This target or goal can be anything from work-related targets, project goals, a learning process, or even a simple daily routine. It is also essentially motivated by the fact that people try harder and engage in tasks that present themselves as small steps and challenges. Therefore Gamification is a necessary step in various platforms and processes.
In addition, due to the current digital and modern age, integrating something like gaming mechanics in any targeted system makes achieving the target more engaging, competitive, and fun for almost all generations. Consequently, Gamification can be readily implemented and adopted by nearly all industries.
Especially gamification apps with personalization of the gamification mechanics are more engaging and rewarding for most people. Therefore, different gamification systems and processes employ personalization in their design and operations.
Due to these reasons, Gamification is currently on a significant rise and in a high tide for adoption and integration in different educational or business systems. Hence we can safely say that Gamification is undoubtedly effective.
Social Gamification and Mobile Apps
The use of social media and engagements on social platforms is very high among people today. With more users (of social media) interconnected through various kinds of social media channels & platforms, Gamification can be highly suitable for different types of social elements and e-learning platforms.
Social Gamification is the process of integrating gaming and different gaming mechanics in various social elements. Collaboration and cooperation between social peers are widening worldwide with innovative technologies and mobile apps, making the world smaller than ever before.
Various mobile apps of different social platforms like Facebook, Twitter, Instagram, Reddit, etc., are constantly connecting people. It presents an opportunity for e-learning through the blend of these social & mobile apps with Gamification. Features like forums, discussion panels, chats, team events, etc., promote collaboration and increase knowledge sharing.
Almost every social media platforms and mobile apps have gamification features like badges, leadership boards, points, challenges, ranks, and other stuff from games and game mechanics. These apps can be called gamification apps. These gamification apps give the user a fun and enhanced experience of interaction and engagement with these social media platforms and mobile apps.
Different social media websites and their mobile app counterparts employ Gamification as their core feature. For instance, Reddit is a social media platform that presents Gamification in "upvotes" and "downvotes."
In addition to this, Reddit focuses primarily on its awarding system too. Therefore, these features (upvote, downvote, and awards) play a significant role in the daily engagement of users of Reddit. Furthermore, these Gamification features motivate their users to contribute to the site to gain upvotes and awards from other users.
Similarly, particular purpose social media sites like Quora and Stackoverflow also integrate Gamification in their platform. These platforms generally use upvote, downvote, badge, and point systems to rank answers & responses. These platforms then use these ranks to sort replies and responses and display them accordingly with proper relevance.
With social Gamification and mobile apps going side by side, various mobile apps aside from social media platforms also apply Gamification in their apps. However, mobile apps are a more suitable platform for Gamification because of their wide availability among people. Due to this, almost every mobile app applies Gamification and integrates it into their apps.
Especially mobile apps for e-learning are using gamification processes with personalization to engage their users in learning more. These mobile apps use gamification features like daily achievements, points for reading & learning, challenges to test users' knowledge, and levels to promote users according to progress made. Gamification apps like these keep the users engaged and active in learning.
Almost all gamification apps move with a single motive. This motive is generally a simple game mechanic to give users awards, badges, or points based on their contributions and engagement. Hence the users will be more motivated to contribute and have fun on such gamified apps.
Personalization is an essential component in any gamification process. Every person or user is generally motivated due to different things and achievements, i.e., personalization. Therefore, if gamification apps have a single type of gaming mechanics, such mechanics will only attract and engage users of a small category.
But suppose the same mobile app has multiple game mechanics or employs mechanics for personalization catered for different types of users. In that case, most users will be more engaged and attracted towards the mechanics of their liking.
For instance, suppose a mobile app awards users badges and recognition related to comments only when the user comments. So, this app uses a linear gamification process without personalization. As a result, users who like to comment will be engaged and have more fun using this mobile app.
While users who don't generally like to comment may get motivated to comment in posts or contents, this type of Gamification probably will ward off these users since they see no additional gain through recognition and badges related to comments. It may demotivate the users from using such apps. Hence, no personalization usually demotivates the majority of users from using such mobile apps.
Read more: Are Automotive Solutions for Cars Safe?
However, suppose the same mobile app provides rewards and recognition for various activities a user can perform in the app. In that case, the majority of users will get motivated to serve these kinds of activities.
Especially since a user is fond of some recognition or award related to some task in the app, the user is generally more likely to get motivated and engaged in such activity and perform this activity more. Moreover, the mobile app now employs personalization for users in their gamification mechanism. Hence, these types of personalization in gamification apps are highly needed.
Personalization is essential because to motivate and engage a user, and the app needs to cater to their preferred gamification mechanism. For example, people want to put time and effort into any mobile app, task, or work. In that case, the rewards, achievements & scores they gain should be recognized and identifiable for the individual user themselves.
Gamification in 2021
This year expects Gamification to be adopted even more widely. We can expect companies, businesses, and mobile apps to use Gamification with personalization actively.
Personalization with Gamification will only be more powerful and refined in different apps and websites, not just on social media platforms but also across the industry. 2021 will probably see rapid adoption of Gamification with personalization since more and more people are engaging themselves in the digital world.
Personalization will become more refined with Artificial Intelligence (AI) and technologies like machine learning and deep learning.
With the power of data analysis and machine learning prediction, gamification mechanisms will employ more powerful personalization systems that will analyze the user and predict suitable gamification mechanisms for individual users. It will undoubtedly fully utilize the power of personalization in gamification mechanisms to enhance and upgrade them even more.
With structured, refined, and more powerful personalization, Gamification in 2021 will revolve around mobile apps, businesses, companies, and social sites with the idea of individualization and rich engagement brought by personalization.
In addition, organizations and companies may be able to deploy Artificial Intelligence and technologies like machine learning to define and build more powerful personalization systems that will only increase the rate of Gamification across the industry.