been applied to authentication. For example, the possibilities of using a game like Guitar Hero can help someone learn a password implicitly. Furthermore, games have been explored as a way to learn new and complicated passwords. It is suggested that these games could be used to "level up" a password, thereby improving its strength over time. Gamification has also been proposed as a way to select and manage archives. In 2013 Australian technology company Wynbox recorded success in the application of its gamification engine to the hotel booking process. Online gambling Gamification has been used to some extent by online casinos. Some brands use an incremental reward system to extend the typical player lifecycle and to encourage repeat visits and cash deposits at the casino in return for rewards such as free spins and cash match bonuses on subsequent deposits. History The term "gamification" first appeared online in the context of computer software in 2008. Gamification did not gain popularity until 2010. Even prior to the term coming into use, other fields borrowing elements from videogames was common; for example, some work in learning disabilities and scientific visualization adapted elements from videogames. The term "gamification" first gained widespread usage in 2010, in a more specific sense referring to incorporation of social/reward aspects of games into software. The technique captured the attention of venture capitalists, one of whom said he considered gamification the most promising area in gaming. Another observed that half of all companies seeking funding for consumer software applications mentioned game design in their presentations. Several researchers consider gamification closely related to earlier work on adapting game-design elements and techniques to non-game contexts. Deterding et al. survey research in human–computer interaction that uses game-derived elements for motivation and interface design, and Nelson argues for a connection to both the Soviet concept of socialist competition, and the American management trend of "fun at work". Fuchs points out that gamification might be driven by new forms of ludic interfaces. Gamification conferences have also retroactively incorporated simulation; e.g. Will Wright, designer of the 1989 video game SimCity, was the keynote speaker at the gamification conference Gsummit 2013. In addition to companies that use the technique, a number of businesses created gamification platforms. In October 2007, Bunchball, backed by Adobe Systems Incorporated, was the first company to provide game mechanics as a service, on Dunder Mifflin Infinity, the community site for the NBC