This document discusses key concepts of gamification including what gamification is and is not. It outlines Richard Bartle's user types and the components, mechanics, and dynamics of gamification. Components include rankings, collections, missions, and rewards. Mechanics involve collaboration, competition, and challenges. Dynamics center around achievement, competition, and narrative. The document provides examples of how to plan a gamification strategy and 10 things to avoid, such as focusing only on points or rewards without social elements or storytelling.