I randomly heard that Zao was giving a talk at the UCLA life sciences area about gamification, and I was able to watch it remotely and take some notes. The talk was part of UCLA's "Managing Invention" series, and it was titled, "Hooked on Gaming: Applications for Education, Scientific Knowledge and Marketing."
I met Zao at BetterWorks, and he's one of the smartest guys I know -- quick, action-oriented, and no-BS. He's the founder of MyMiniLife which became FarmVille and the engine behind most of Zynga's social games after it acquired his company.
Notes on the talk are below.
importance of curation
Gathering market data using gamification