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Witch hunts are nothing new, but one way Gamergate innovated is by gamifying abuse and harassment.

If we are gamifying life-and-death issues, it could really negatively influence culture and society in a way we don’t like.”

The goal was identifying the moments that viewers expect from Hallmark’s pleasingly formulaic programming — the apology, the kiss under the mistletoe — and finding a way to “gamify” them, Bennett says.

But it has been criticised for encouraging shoppers to buy items to wear once and discard, through its low prices and "gamified" social media strategy.

“He wants us to reward those who bring their A-game. We are going to gamify fandom.”