Gamifying Community: Transforming Engagement, One Badge at a Time
Gamification gets a bad rap—and often for good reason. When it’s slapped on without thought, it can feel like empty calories: “Congrats, here’s your badge for logging in!” But when implemented with care and strategy, it becomes a game-changer (literally) for building stronger communities. During a recent episode of Talk About Your Community, I dove into the real value of gamification with seasoned games industry community expert David Fergen.
This conversation is a conversation about storytelling, building bridges between diverse members, and using games not to manipulate but to empower. Here’s a quick summary of the key ideas to encourage you to watch the entire interview.
Gamification Isn’t Manipulation: It’s Storytelling
David Fergen's take on gamification moves beyond mechanics—badges, points, and leaderboards—and focuses on storytelling. “Community is a story,” Fergen explained, likening communities to villages where each member plays a meaningful role. When gamification reflects this ethos, it evolves from a gimmick to a tool for highlighting individual contributions.
He shared examples of using game elements to elevate underrepresented voices in communities. Gamified challenges can make minority and marginalized groups feel more seen, leveling the playing field and sparking broader engagement. It’s not about tricking people into participating—it’s about creating space where they feel they belong.
Avoiding the "Banana Republic of Badges"
One of the biggest challenges? Out-of-the-box gamification settings. Fergen acknowledged the frustration many community managers face: “You open someone’s profile, and it looks like they’ve got a dozen meaningless badges, like a general wearing too many medals.” The takeaway? Simplicity is key.
Gamification thrives when it feels earned. Instead of showering users with superficial rewards, communities should embrace personalized, meaningful badges or levels that reflect real engagement. A badge should not only mark an achievement—it should tell a story. And as Fergen points out, the story must feel relevant, intentional, and fair.
The Secret to Successful Gamification: Culture Alignment
For gamification to thrive, it has to align with the values of the community it serves. "I’ve seen organizations hesitate to embrace gamification because they feel it cheapens their mission,” Fergen shared. “But when done right, it’s not about trivializing—it’s about recognizing and celebrating milestones in ways that matter.”
A one-size-fits-all approach won't cut it. What works for a gamer-centric Discord group will fall flat in a professional healthcare community. The gamification strategy must reflect the community’s unique needs, values, and rhythms.
The Power of Personal Touch: Go Beyond Automation
Both Nilson and Fergen emphasized the importance of personalization—something platforms often fail to deliver. “A congratulatory badge feels far more impactful when it comes with a personalized note, explaining the significance of the achievement,” Fergen noted. Whether it’s a leaderboard or weekly challenges, the goal should always be to make members feel valued—not just logged.
Beyond Badges: Fresh Gamification Ideas for Community Builders
David shared a few ways to move beyond simple mechanics:
Quests and Challenges: Think of weekly documentation goals or content creation challenges that contribute to the community’s knowledge base.
Boss Fights: Encourage collective goals—like unlocking new community features—through group efforts, creating a sense of shared achievement.
Portability of Achievements: How about badges you can showcase on LinkedIn or export as NFTs? “These are meaningful takeaways,” David suggested, “…something members can carry with them beyond the platform.”
Building Gamification with Intention, Not Buzzwords
I added a few of my own insights from consulting with serious communities where the term "gamification" sparked resistance. Sometimes, I don’t even use the word ‘gamification’ with clients or members. Instead, I frame it as an engagement strategy. If the cultural fit isn’t there, even the most sophisticated mechanics will fall flat.
David emphasized that the how matters just as much as the what: “It’s about the narrative. If gamification can weave into the community's story and reflect its values, it ceases to be just a tool—it becomes a reason to stay.”
Key Takeaways for Leaders and Managers
Alignment with Values: Understand the community’s culture before implementing gamification.
Simplicity and Depth: Avoid overwhelming members with superficial rewards; focus on meaningful achievements.
Engagement Through Storytelling: Treat the community as a narrative where every member plays a part.
Personalization Matters: Use personalized messages to make achievements resonate.
Think Beyond Points and Badges: Consider quests, collaborative challenges, or portable achievements.
Conclusion: Make Gamification Matter
Gamification isn’t just a buzzword—it’s a way to connect, empower, and recognize the people who matter in your community. But it takes more than flipping a switch. As Fergen stressed throughout the conversation, success lies in intentional design, cultural fit, and a commitment to the members’ stories.
Gamification can unlock incredible potential within communities—but only if it’s approached with the right mindset.
Take Your Community to the Next Level with Clocktower Advisors
Ready to design a gamification strategy that’s more than just points and badges? Let Clocktower Advisors help you create an engaging, intentional community experience tailored to your goals. Schedule a FREE consultation today, and let’s explore how your community can grow and thrive.
Contact us now to discuss transforming your community’s gamification strategy.
About David Fergen
David has 5+ years of Community Management experience, with a focus on creating and implementing Gamification. David previously worked in the Game Industry, including on titles like Fortnite, Unspoken, Edge of Nowhere, and Conqueror's Blade. Using his game industry experience, he created a Gamification program at Qlik that increased developer participation by 50%. He also has a lifelong passion and love for games.
Show Notes
Community is a Story (0:00): David covers his extensive resume, beginning in gaming for Epic, Fortnite, Ubisoft, and more. He then moved took his expertise in the game industry into community and business. The discussion turns to introducing the value of gamification to communities and businesses. Nuances like telling a story and earned badges are ways to take gamification to the next level.
Customizing Gamification (14:05): Gamification is not a one-size-fits-all. Culture, goals, values, and achievements all differ on a community to community basis. Fun, fair, inspiring, and rewarding are David’s four pillars of gamification. How can you encourage members to stay plugged in and continuing to level up?
Badges, leaderboards, and boss battles (24:35): David and Todd cover ways to implement gamification features that members actually enjoy. David recounts his time working for Click, a data integration company. One specific example was creating appreciation points for answering customer support questions. Excel, PowerPoint, and ChatGPT are tools mentioned to aid in gamifying communities.
Selling Engagement and Reward Systems (35:41): Todd mentions one tip in ‘selling’ gamification to corporate leadership is explaining that it is deliberate engagement building. David recounts that there are approaches that increase engagement and excitement of new programs without calling it ‘games’. Rewards should be a balance of intrinsic and extrinsic rewards without breaking the budget. The conversation closes on the future of gamification, especially with AI.
