Gamification is near the peak of Gartner Hype Cycles and like most new trends and technologies, the initialhype surrounding the trend creates unrealistic expectations for success and many poor implementations follow.
What this suggests is that the inflated expectations of the initialhype cycle have passed and now marketers are focused on finding the value in social media with more targeted insights and actions.
Careful analysis of the risks associated with its revenue streams almost certainly will mean that the hype and recent growth rates cannot be sustained, and that the initial offering will not be reflective of its valuation going forward.
Its looser listing standards prompted an initial flurry of interest but have since delivered poor returns for investors unable to distinguish between hype and substance.
My initial thought was that it was a convenient way for Blizzard to hop on the E3 hype train, but may be an honest effort to combat those glaring problems as I mentioned earlier.