Gamification as a means to understand consumer choice is a relatively new idea for research (and controversial in many circles), but it is not new everywhere. For example, one sociologist, Dmitri Williams, has been studying economic behavior using gamfication for four years. His experiments were based on the online fantasy game EverQuest II, which involves thousands of players selling millions of virtual items every month. In essence it is a fantasy economy that works like a real economy.
Professor Williams theorized that this provided an opportunity to observe the choices players made without fear of the Hawthorne effect (some people give different answers when they know they are being watched). It also allowed him to set up test and control groups and observe what happens when, to take a simple example, prices go up (if you guessed “people buy less” you win) and to look at gender roles. He saw applications in many fields, not the least of which being testing the impact of various government intervention options before implementing them in the real world.