
The Wall Street Journal
Jan 21, 2022 - 15 min
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Analysing some of the potential perils of gamification. Duolingo revolutionised the world of language learning, making it as easy to learn French, Gaelic or even High Valyrian as to play a board game, or at least in theory. However, a drastic update to the app in 2022 has infuriated many of its users. Here, Bill Gilford explores whether the company can leverage the need to find new ways to make money with the demands of its loyal users.