Even something as simple as eBay’s bidding system is a form of gamification. Think of how much more exciting competitively bidding with someone over a coveted item is than simply clicking “add to cart” and checking out. The adrenaline pumps and the heart races as the final seconds of an auction’s conclusion tick-tick-tick away. That’s exactly the point. Part of the appeal of eBay is that it fosters that competitive spirit, and the model has served it well for more than 20 years.