Saying that 'engage your users' is a better terminoligy for what's going on here than 'gamification' basically ignores the whole point of the idea, which is that people like to be making progress towards goals..not 'engaged', but metrically shown as advancing.
That is, at the very basic level, what gamification is, its making an activity into an activity with specific measures of progress toward a goal, such that people can rank themselves (and we do).
This isn't a new or faddish idea, its an insight into how people act, and an attempt to use that bit of new understanding, as Atwood did, before being aware of the term, to engage users using what are called 'game mechanics' which are basically motivations outside of the actual reward structures of the activity. I suspect "engage your users" is moving into the much more targeted and practicable mode of "gamify your interface" rather than vice versa.
That is, at the very basic level, what gamification is, its making an activity into an activity with specific measures of progress toward a goal, such that people can rank themselves (and we do).
This isn't a new or faddish idea, its an insight into how people act, and an attempt to use that bit of new understanding, as Atwood did, before being aware of the term, to engage users using what are called 'game mechanics' which are basically motivations outside of the actual reward structures of the activity. I suspect "engage your users" is moving into the much more targeted and practicable mode of "gamify your interface" rather than vice versa.