By gathering information and opinions from the user through Surveys, a website will be able to further customize not only that user's experience, but will also be able to compile data on a larger scale - enabling the site to develop strategies to keep users engaged. Websites can optimize on this information gathered in order to present the user a tailored experience.
Example: Traditional Gaming
Entering information into your Facebook profile allows Facebook to target you on topics that interest you.
As users submit information, the Gamification process can tailor an experience to keep a user much more deeply engaged.