Back in March, Zack Kanter wrote,
Amazon has opened itself up to inevitable ‘gaming’ by sellers. Another way of saying this: as soon as a system’s rules are understood, it will be gamed according to the rules that have been created.
Pointer from Tyler Cowen.
He alleges that Amazon is allowing sellers to buy or manipulate their way into top spots in Amazon’s rankings. There is much more in Kanter’s essay, but I will just focus on the issue of gaming the system.
Any system invites gaming. If you run a sales force and give bonuses based on a formula, your sales people will game the system. If you reward volume, they will make concessions on price. If you reward sales revenue this year, they will invest less in building long-term relationships. If it costs you more to service some customers than others, then unless you can figure out how to build that into the sales formula, they will sell more to the high-maintenance accounts.
Government regulations invite gaming. I have often used risk-based capital requirements for banks as an example.
Search engines invite gaming. The phrase “search engine optimization” still grates on my nerves.
All rating systems invite gaming. Don’t think that we won’t see bots writing book reviews and product reviews, if that isn’t happening already.
There are many stories and jokes about gaming under central planning. If the planners reward the number of nails manufactured, they get a lot of little nails. If they reward the weight of nails manufactured, they get one giant nail.
Systems for compensating doctors will be gamed. If you reward them for seeing many patients, then they won’t spend time on the hard cases. If you reward them for doing certain procedures, then they will do more of those procedures. If you reward them based on outcomes, they will select patients that they know will recover easily. Etc.
If you have ever wondered why your organization rolls out a new compensation system every few years, gaming is the reason. When a system is new, it usually takes employees a while to figure out how to game it. After it has been around awhile, they have become experts at getting the maximum reward for the minimum effort. So the organization revamps its compensation system to try to induce more constructive effort and less gaming.