Franziska Völckner and coauthors Magdalena Bekk, René Eppmann, and Kristina Klein propose and empirically show in the article (in press) "All that glitters is not gold: An investigation into the undesired effects of gamification and how to mitigate them through gamification design" that gamification can hurt people’s performance in cognitive tasks such as learning of product/brand information, unless certain measures are taken (e.g., warning of distraction potential or linking the game elements with relevant information) (IJRM).