In a world where every second we are distracted by dozens of notifications from several instant messengers and applications at once, where you can always "have fun" playing "three in a row, watching feeds on social networks or videos on YouTube - attention becomes the most valuable resource. The attention of customers, employees, students - and even your own. How to stop being distracted and procrastinating? How to increase motivation in the sales department? How to get customer loyalty? What if a child does not want to learn? While someone is trying to motivate themselves and others in the old fashioned way with carrot and stick methods - many are already mastering the tools of gamification. Ratings, points and badges are actively used. Come up with game worlds and missions. Introduce virtual currency... And then they find that users are trying to deceive the system, leave or simply do not want to play. So how do you make a game that your players want to play - in all areas of life? How to get around the rake of replacing internal motivation with external one? How not to make all those mistakes that the history of the development of psychology warns us about, but which many modern adherents of the application of gamification repeat with such zeal? How to build a correct, ethical and effective gaming system? You will find answers to these and many other questions in this book.