Video games have long escaped the realm of nerdy teenagers to become one of the most important cultural product of our time - ahead of cinema and music. Now we hear our life will be "gamified", with many of the mechanisms invented in games showing up to our "real life". Is this really happening? What are the real possibilities and pitfalls of such a proposition? We will also talk about how games can be used to engage people into an activity like reading, and discuss the latest phenomena of the entertainment industry: transmedia.