Likewise, game designer, Eric Zimmerman notes that the
“commercial game industry is suffering from a peculiar case of cinema envy at the moment, trying to recreate the pleasures of another media.”
This is nothing new. The image above is a screen shot of a footnote in Brenda Laurel's 1993 book, Computers as Theatre, in which she describes the ways in which math professors, in the early 1980's, distanced themselves from the word "game," opting instead for "simulation" as a way of describing game-like activities. Laurel notes that this was the case "in those days," as though that is no longer true.

No doubt the urge to leverage the following four elements that Jane McGonigal touts as accompanying gameplay proves a powerful incentive, particularly to educational institutions concerned about retaining students.
They are:
Urgent Optimism | Social Fabric | Blissful Productivity | Epic Meaning