Funware, a term coined by Gabe Zicherman, is the use of game mechanics in non-game contexts to encourage desired user actions and generate customer loyalty. Funware typically employs game mechanics such as points, leaderboards, badges, challenges and levels.

Funware is employed online in websites such as eBay

EBay

eBay Inc. is an American internet consumer-to-consumer corporation that manages eBay.com, an online auction and shopping website in which people and businesses buy and sell a broad variety of goods and services worldwide...

 and Facebook

Facebook

Facebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook, Inc. , Facebook has more than 800 million active users. Users must register before using the site, after which they may create a personal profile, add other users as...

 as well as in application software

Application software

Application software, also known as an application or an "app", is computer software designed to help the user to perform specific tasks. Examples include enterprise software, accounting software, office suites, graphics software and media players. Many application programs deal principally with...

 such as MyTown

MyTown (video game)

MyTown is a mobile game for the iPhone and iPad. It was made by Booyah, a company who received a $4.5 Million First Round Funding from the iFund of Kleiner Perkins Caufield & Byers. It also raised an additional $20 million funding from Accel Partners...

and offline activities such as the accumulation of points and leveling up in frequent flyer programs.. Websites are increasingly using gamification software services such as UserInfuser to increase user engagement.