Ludic labour names work disguised as play through game aesthetics. Subjects perform labour whilst experiencing these activities as recreation or social engagement. This exemplifies how gamification colonises leisure for productive purposes.
Online platforms epitomise the mechanism. Users generate content, moderate communities and provide behavioural data whilst experiencing these as playful social activities. The platform extracts value whilst users enjoy themselves without compensation.
Gig economy applications similarly gamify precarious work through ratings, bonuses and competitive elements. The ludic aesthetics obscure exploitative labour conditions and absence of benefits whilst making work feel like achievement.
Related: gamification, emotional-capitalism, auto-exploitation