Gamification is a term coined for the use of game elements in user interfaces in order to make people do something. Research has shown that people actually change their behaviour if they can “play” with the device or software they are using. People thrive to complete a level, increase a score, and the like. My first encounter with gamification was when I heard of a car that grew flower in the display depending on how economical the driver used the car. This was some years ago, but I found this comment on it.
Speaking of software, I believe that B2C as well as B2B software can make use of gamification, if it is used subtly enough.