they call it gameification because it uses sales numbers to increase marketing. >> gameification is an example of big data in that you're engaging people to do something. >> he says this kind of game engagement is a highly effective tool for collecting data about customers' preferences. data which can then be used to increase profits. >> if you know what you're looking to accomplish you can be very targeted. very pragmatic about what you want to go out and do. in the meaningful data you want to pull. >> the key to this system is that all the price changes are determined by algorithms tied in to the bar's point of sale system. >> a point of sale system is a data collection system. what is changing is the ability to open up the black box of that data and combine it with other data sets that you might have. >> with realtime sales data driving price changes, the game often leaves customers to choose the bargain drinks, whose prices may drop but whose profit margins remain high. >> it will drop the price of say a tequila shot. and they make a high profit margin on tequila, so all of a sudde