beyond the mere quest for points and achievements. A story can be communicated by a game's title (e.g., Space Invaders) or by complex storylines typical of contemporary role-playing video games (e.g., The Elder Scrolls Series). Narrative contexts can be oriented towards real, non-game contexts or act as analogies of real-world settings. The latter can enrich boring, barely stimulating contexts, and, consequently, inspire and motivate players particularly if the story is in line with their personal interests. As such, stories are also an important part in gamification applications, as they can alter the meaning of real-world activities by adding a narrative ‘overlay’, e.g. being hunted by zombies while going for a run. Avatars Avatars are visual representations of players within the game or gamification environment. Usually, they are chosen or even created by the player. Avatars can be designed quite simply as a mere pictogram, or they can be complexly animated, three- dimensional representations. Their main formal requirement is that they unmistakably identify the players and set them apart from other human or computer-controlled avatars. Avatars allow the players to adopt or create another identity and, in cooperative games, to become part of a community. Teammates Teammates, whether they are other real players or virtual non-player characters, can induce conflict, competition or cooperation. The latter can be fostered particularly by introducing teams, i.e. by creating defined groups of players that work together towards a shared objective. Meta-analytic evidence supports that the combination of competition and collaboration in games is likely to be effective for learning. The Game Element Hierarchy The described game elements fit within a broader framework, which involves three types of elements: Dynamics, Mechanics, and Components. These elements constitute The Game Element Hierarchy. Dynamics are the highest in the hierarchy. They are the big picture aspects of the gamified system that should be considered and managed; however, they never directly enter into the game. Dynamics elements provide motivation through features such as narrative or social interaction. Mechanics are the basic processes that drive the action forward and generate player engagement and involvement. Examples are chance, turns, and rewards. Components are the specific instantiations of mechanics and dynamics; elements like points, quests, and virtual goods. Applications Gamification has been applied to almost every aspect of life. Examples of gamification in business context include the U.S. Army, which uses military simulator America's Army as a recruitment tool, and M&M's "Eye Spy"