The NY Times reports on Uber and gamification. Some of it is white-hat, encouraging drivers to meet goals and informing them of better opportunities. Unfortunately, much of it is black-hat, being another way to avoid actually paying drivers fair compensation by manipulating them into accepting fake rewards instead of more pay.
Personally, I loathe Uber (and would probably loathe Lyft if I knew more about it) and I like Gett. The only thing I appreciate about Uber is the introduction of competition into a monopolistic market (taxi service is generally a monopoly with collusion-style pricing, even when multiple companies compete for the service).