It all started with John von Neumann and Oskar Morgenstern's Theory of Games and Economic Theory. Now it is commonly referred to game theory or gamification. Gamification is defined by Wikipedia as follows: (emphasis is mine)
Gamification is the strategic attempt to enhance systems, services, organisations and activities in order to create similar experiences to those experienced when playing games in order to motivate and engage users.
Gamified incentive models seem to be a way to understand the economics of digital for CPAs.
A game is defined as: Any interaction between multiple parties in which each party's payoff is affected by the decisions of others.
Here is more information:
More to come.