At the September 2011 GLP conference, I promised people some links on Gamification. These will hopefully get you headed in the right direction.
Jane McGonigal – Reality is Broken at Amazon – This is the book mentioned by Bob at the conference.
Jane McGonigal: Gaming can make a better world – TED Talk on the concepts from her book. You can also check out Jane McGonigal’s blog which has many more videos.