Reality is broken, so let’s play games instead; that was the main point of Jane McGonigal’s keynote speech at 2011’s PAX East convention. In a large auditorium at the top floor of the Boston Convention Center, Ms. McGonigal got the entire audience to partake in a massive thumb war, after discussing the merits of injecting games and play into real life. Her arguments were strong, citing psychological evidence that play improves many quality of life factors, and can result in better work. I came away from that keynote with a shiny new achievement (Double Kill – I won both thumb war games simultaneously!), a heightened sense of enjoyment (the video games on the show floor didn’t hurt, though), a plan to buy her book, and a lasting interest in “gamification.” So when it became the topic of the day for #CMGRChat, I couldn’t wait to see what people had to say.
On April 3rd, dozens of community managers tuned into Twitter to discuss four questions about gamification and community. The questions posed were:
- Is every community a good candidate for gamification? And how do you know yours is/isn’t?
- What do you expect to gain from gamification within your community and how do you measure that?
- What are some best practices for someone just starting to add game elements to a community? Things to stay away from?
- What are some examples of gamification within communities that has worked well? Not so well?
The summary? Well, not all communities are created equal, and that goes for how suitable gamification is for them. Some communities are too casual for games to really motivate them, but others are hyper competitive and would love to be rewarded for using the platforms. Two examples I knew before I really knew how widespread gamification was are SuperBetter and Fitocracy. SuperBetter is Jane’s self-improvement network that ties personal achievements to in-game achievements. It’s a great concept, that’s really more about making a game out of real life than it is about joining a gaming community, but the community aspect is very much present and very helpful as a support system. Fitocracy, in contrast, is a bit more competitive. It is also based on fitness and self-improvement, but it rewards high scores and progress, pitting you against yourself as well as your peers. The community on both exists to support, but Fitocracy tends to emphasize safely one-upping your buddies.
Gamification doesn’t work without a strategy, however, so some of the answers in the chat were especially helpful. Knowing what benefits there are to which features you want to implement is of high importance, right behind knowing whether or not your community will actually buy into them. Michael Hahn suggested using gamification to find advocates and influencers, as well as gather feedback. Evan Hamilton suggested using what already inspires community members as the focal point of gamification, which will likely lead to higher engagement. There are many ways to go about it, but going in blind is never a good choice. I think the rule of thumb is to actually spend the time needed to make a game that’s right for your community. If you can’t commit to that initial investment, it’s going to be very hard to commit to the long-term maintenance and upgrades of the game, and if the fit isn’t right, the game will very likely fail quite early. It’s really a lot more than stickers and achievements.
What is your favorite example of gamification? What worked best about it?