game theory is about mathematical games, its about knowing the action rational decision makers in order to minimise risks of attacs. But gamification is all about non-rational decision makers (everyday life humans). non-rational =/= irational, its about emotional, perception and motiv based decision making.

psychology, behavioral biology, neuro economics they all have great theorys to work with when you design a game. In business there is something called serious games.

One of the most obvious mistakes was to show the dollar price under the article. Every one knows about the anchoring bias of the human mind. Once u get payed realy high in dollar terms, then every other payment will be too low.