This ties in very well with the concept of 'Gamification' and how it can be used to deeply invest students in their own learning experiences. Basically, the idea is to use all of the lessons learned by video game designers over the past decades to turn education into an interactive and engaging experience. In its most ideal form, students can almost be tricked into forgetting that the ultimate purpose of the activities they're engaging in is education.
'Gamification"
The guys over at ExtraCreditz do a masterful job of introducing it: http://penny-arcade.com/patv/episode/gamifying-education/div>
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