Brilliant presentation from Sebastian Deterding which, I think, puts gamificaiton firmly in it's place. That sounds negative but it's an intelligently balanced argument that identifies the possibilities of "gameful design" and the weaknesses of gamification.
Essentially it's all about incentives and engagement. There are no quick fixes to acheive real meaningful change. You have to change the system to fix it.
Highly recommended and it includes lots of further reading suggestions.