From the early dice games of ancient Greece to modern geo-location games and Angry Birds: games have long been part of human history. No matter the situation or environment, the urge to play crosses all boundaries – and that urge is growing. More than 174 million Americans are gamers, and the average young person in the United States will spend more than ten thousand hours gaming by the age of 21. As games evolve from their simplest forms into the more complex constructs of modern day, we can see reflected back at us the values, experiences and expectations of generations. Our challenge, then, is to realize how we can use these dynamics in the Web world to, put simply, win. This presentation explores important lessons we can learn from the gaming qualities that compel us, how the game layer is a game *changer* for how we communicate and carry out tasks, and how our websites can apply game-based tactics to fulfill student needs and achieve institutional goals ... all while having a little fun. Experience Level: Beginner - Assumes no prior knowledge of topic. Prerequisite Knowledge: Basic knowledge of communication methods and game mechanics is helpful, but not necessary. Skills/Knowledge Gained: - Understanding of basic game mechanics - Identification of the game layer and how it is currently functioning in current media - Knowledge of how gaming has influenced our core audience's expectations, and brainstorming thoughts on how we might meet those expectations