What is ludic autotely?

Ludic autotely is a form of playful consumption that occurs in themed environments. Ludic means 'of or relating to playfulness' (answers.com) and autotely, at least in philosophy, refers to self realization (Kant). In the case of ludic autotely it seems to refer to exhibiting a sense of purpose. For example, participants who don't have any assigned responsibility in a festival might start making space for other participants at the festival or making it more enjoyable for other people in some way. It is thus play for play's sake (Sherry Jr. et al).

In brief

It's basically when the consumer does half of the marketers job for them of their own free will without realising it. (I believe it has other meanings outside of marketing though)