Using gaming techniques to make activities more engaging and fun. Think like a game designer is the first issue, considering players motivation, players journeys and game dynamics as well.
Designing patterns in order to evoke players emotions in order to driver players action engagement. Designing for social actions is another big issue, considering social style of players.
Gamification could be considered another way to develop you Product&Services design.
More details about Gamification below listed 
Gamification Workshop 2010http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=workshop-ny-101119140421-phpapp01&stripped_title=gamification-workshop-2010&userName=amyjokim
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