Game mechanics have been a hot topic for some time now and the interest in properly applying game mechanics to create a loyal and expanding community continues to increase. Gamification, or applying game mechanics and game thinking to engage and grow an audience, isn’t only taking place in the online community. In Sweden, where speed cameras are used to nab speeders and fine them according to their income level, game mechanics were applied to get drivers to lighten the load on the accelerator. The game? Entering drivers who are not exceeding the speed limit into a lottery to share proceeds from the fines of the speeders. The effect? A 20% reduction in average speed.