- There is also (but on a smaller scale) a gamification of math with bounties (https://mathoverflow.net/questions/66084/open-problems-with-...) but when a result is proved you cannot prove it "better than the first time". So it is more a "winner take it all" situation. - I am not sure but the "2-minute papers" equivalent would be poster sessions, a must-do for every Ph.D. student - For the marketing side, there are some trends in math, and subtly researchers try to brand their results so they become active research fields. But since it cannot be measured with GitHub stars or Hugging Face downloads, it is more discreet