Gamification is when people make things like ads or jobs more fun by adding game-like elements to them. This makes people want to do those things and pay more attention to them. One company called Overplay is using gamification to change the way ads are made, turning them into games that people can play with. This helps businesses get their message across better and makes people enjoy watching or playing the ads more. Read from source...

- The title is misleading and sensationalist, as gamification is not the future of advertising in general, but rather a specific strategy that some companies are using to attract consumers.
- The article does not provide sufficient evidence or data to support the claim that gamification is shaking up the industry, nor does it compare it with other alternatives or challenges it faces.
- The article relies on anecdotal and subjective statements from a single company (Overplay) and its CEO, without providing any independent or objective validation of their success or impact.
- The article uses emotional language and appeals to the reader's curiosity and excitement, rather than presenting a clear and logical argument for gamification as an effective advertising strategy.
- The article ignores or downplays potential drawbacks or limitations of gamification, such as ethical issues, privacy concerns, addiction risks, or diminishing returns over time.

Given the information provided in the article, I would recommend the following investments and their respective risks:

1. Verizon Communications (NYSE:VZ): This company is mentioned as a leader in the advertising industry and has a significant stake in Overplay, the gamification startup that uses interactive games to transform traditional ads into engaging experiences. Therefore, VZ could benefit from the success of this new approach to advertising, but also faces competition from other telecom giants and regulatory challenges. Moderate risk, moderate reward.
2. Overplay: This is the gamification startup that is shaking up the industry with its innovative approach to advertising. It has a strong partnership with VZ and has already proven its effectiveness in increasing engagement and brand awareness for its clients. However, as a relatively new company, it still faces challenges such as scalability, market penetration and potential copycats. High risk, high reward.
3. Other gamification companies: There are several other players in the gamification space that could benefit from the growing trend of using games to attract and retain customers. These include Bunchball (acquired by Cision Ltd.), BigDoor (acquired by Adobe Inc.) and Kuuhka. These companies offer various platforms and solutions for creating gamified experiences across different channels and industries. High risk, high reward.
4. Traditional advertising agencies: As the industry shifts towards more interactive and engaging formats, traditional advertising agencies may struggle to keep up with the changes and lose market share to more innovative players. However, some of them may also adopt gamification as part of their service offerings or acquire gamification startups to enhance their capabilities. Moderate risk, moderate reward.
5. Media companies: As gamification becomes more prevalent, media companies that own and operate popular platforms and channels could benefit from increased ad spend and engagement on their sites. However, they also face challenges such as ad blocking, brand safety and content quality. Moderate risk, moderate reward.
6. Consumer discretionary stocks: As gamification increases consumer interest and loyalty for various products and services, some consumer discretionary stocks could see an uptick in sales and earnings. However, this also depends on other factors such as consumer preferences, economic conditions and competition. Moderate risk, moderate reward.

Overall, I would recommend a diversified portfolio that includes exposure to the gamification sector (either through Overplay or other gamification companies), as well as some of the related sectors mentioned above. However, be prepared for significant volatility and uncertainty in this emerging space, and monitor the developments closely.