After yesterdays great debate (which I’m pretty sure we won) at the Social Gaming and Virtual Goods World Forum in London, I’ve uploaded my slides to slideshare.
It’s slightly tricky to pull out highlights from your own presentation and discussion but I wanted to focus on one “epiphany” moment for me yesterday when I was putting the case for gamification – the power of one badge gamification.
Gamification is often derided as being “pointsification” – accumulation of points without consequent reward and “badgification” – accumulation of badges which don’t really mean anything. While Foursquare clearly falls into the latter trap, it’s a bit tricky to find examples of points without prizes.
I believe that this is often down to lazy campaign / product design. We can and should do better.
The best way to do this is to focus on just one badge.
Ask your campaign team the question:
“What is the single most interesting badge any member of our community would like to win each week that also furthers our objectives?”
Then, focus the campaign and messaging around that one badge. After a sufficient period of time it will either die (in which case you got the badge wrong, ditch it and move on) or it will gain resonance, importance, a history of its own and the all important meaning for your community.
Let’s this in action.
- Domino’s Pizza UK on Facebook award a “Fan of the week”
- My local Costa Coffee awards “Employee of the Month”
- There is only one, number one Gamification Guru, each month on Top 20 Gamification Gurus
- OFSTED (the UK school inspectors) awards schools a single score between 1 and 4 after the five yearly inspection. 1 (Outstanding), 2 (Good), 3 (Satisfactory) and 4 (Inadequate)
Of course, once you have a badge that has gained currency and meaning in your community then it’s relatively easy to riff on the theme. Blue Peter Badges, from the popular UK children’s TV show, come in various colors for different achievements. In Blue Peter the presenters all wear their badges proudly in each program.
This is important to a badge becoming meaningful – if the “heroes” of our community are wearing the badge then I will want the badge so I can be “like them”. If you have too many badges then you overload your community hero’s wall with badges, how will their followers know which badge matters?
So, if you’re badging up right now, then stop take a deep breath and cull your badges. One is better than many, especially when you’re just starting off.