Gamification; Best Practice and Key

Topics
Introduction
This document is intended as a review of some of the best practices and key themes that appear
throughout the Gamification industry, across research articles and companies and organisations
that use the methodology to engage people.
It is hoped that this document will be used by the APM Ignite Study Tour to provide a knowledge
base for further research and as a basis for the further explanation of the Gamification topics
throughout the tour.
Research Summary
Psychology
The basis of the Gamification concept is to tap into basic human instincts and drivers and use them
to encourage common behaviours. One of the key pieces of best practice advice is to always bear
this in mind when creating a Gamification concept;
Source One (Seven Deadly Sins) demonstrates one way of planning how to use human
psychology to your advantage. It gives a framework, based on human desires, to use as a
starting point for refining your Gamification concept and assessing its likely success.
Source Two (behavioural economics & game theory) gives the following description for
behavioural economics A theory stating that there are important psychological and
behavioural variables involved in the economic decisions of consumers or countries. It goes
on to describe the seven drivers of influence that the author has identified that you can
use to structure your Gamification effort around.
Source Three (how to leverage Gamification) suggested that Humans are naturally
competitive, ambitious and goal-orientated and encourages you to think about your target
audience to be able to design a Gamification idea that drive the behaviour you want from
people.
Source Five (The Principles of Gamification) suggests that you can use Gamification to alter a
customers response to a product or idea. By using Gamification to deepen the customers
relationship with the product or idea you can gain new customers as well as increase the
length of time a customer stays engaged or loyal.

Collect Data and Feedback to Improve
The basis of this theme is that companies are not just using Gamification to encourage customer
interaction, they are also using it as a way of collecting data about how their customers are engaging
with a product or idea. By collecting data about how a customer interacts with a gamified concept
and analysing it a company can find and store very useful information about their customer base to
further shape their products. They can also actively ask for feedback on the gamified idea and the
product itself in the Gamification experience.
Source Three suggests you use Gamification to track interactions, collect how much your
product information is being shared and forwarded online (and how) and also actively use
the data and feedback you collect to improve your product or gamified idea; failing to do so
will mean a drop of in user engagement over time as they dont feel they are being listened
to
Source Five encourages you to share the statistics you gather during the game process with
the user as well as storing and analysing them for yourself. This encourages the user to
engage and keys into their competitive instincts, as well as being open and honest with the
data you are storing.

Keep it Simple
The idea here is to focus on what you really want to achieve with your Gamification idea, not just
introduce it into your website/marketing as an add on. Really be clear on how it fits to your
strategy and also how it can be simple and engaging to the customer.
Source Three advises you not to go overboard with your Gamification idea. Planning and
understanding how your game relates to the user, what benefits the user will receive and,
more importantly, how the game fits in with a users perception of your business or brand
are key to integrating game dynamics on a deeper level.
Source Four (Best Practices for Gamifying a Website) suggests two points to help you keep
the concept simple;
o Gamification should not distract from the website's experience.
o Gamification should primarily be concerned with enhancing the site's experience
and not focus on the attention on the Gamification service itself.
Source Five encourages you to think about wider audiences when coming up with a
Gamification concept and not just people with experience in IT who already interact with
websites like Facebook, Twitter etc already. Consider people from a wide base and also
specifically the types of people you want to target in your thinking and keep the idea very
simple to the largest number of people are able to (and enjoy!) participating.

Integrate into the brand/topic and look and feel
The key theme in this area is to make the Gamification work you put together feel and look very
much like a part of the existing user experience of the website/app/area. The Gamification element
should feel like a core part of the overall feel and user journey through your product or website and
not a bolt-on. It should also be tied closely with your brand in terms of imagery, language and tone.
Source Three suggests you build your Gamification mechanic around the subject of your core
business and make the user feel like its an integral part of your website or product.
Source Four states simply that Gamification elements should visually blend seamlessly into
the website
Source Five looks at this from another point of view; if your brand is considered to be boring
or lacking fun then introducing Gamification can help people to view the brand in a new light
and encourage people to re think their views.

It has to be fun!
People simply wont engage with something they dont enjoy, so if you really want to drive the full
engagement potential of Gamification then you need to implement a fun idea that people enjoy
interacting with.
Source Three makes the point simply by saying Importantly the experience should be fun
and enjoyable otherwise people simply wont use it
Source Five encourages focus on the word play. You play a game, so that should be your
focus when gamifying a particular experience.

Appendix; Sources;
Source 1 - http://blog.softwareinsider.org/2011/02/23/best-practices-
applying-the-seven-deadly-sins-to-successful-gamification/

The Seven Deadly Sins Draws On The Dark Arts
Conversations with game designers and gamification experts over the past month highlight how important
design should appeal to the human spirit. Intrigue, reward, status, community, and challenge drive 5 key
areas of engagement. However, some of the masters of gamfication have revealed some dark arts that
touch on connecting with human psychology to engage (see Figure 1). One approach is applying the
seven deadly sins. Strategies on adopting the seven sins can be summarized as:
Figure 1. Applying The Seven Deadly Sins To Gamification

1. Lust appeals to lack of self control and attraction. Engage the user through intrigue. Find what
attracts the user through incentives.
2. Gluttony refers to excess, over-consumption, and over-indulgence. Focus on the desire to
accumulate, acquire, and contribute.
3. Greed calls on the desire for power, status, and wealth. Use non monetary incentives such as
immediate recognition to drive engagement. Provide scarcity in rewards.
4. Sloth attracts laziness, indifference, and complacency. Keep designing the system to be uber
convenient for the user. Privacy falls aside when convenience wins out.
5. Wrath calls out anger, impatience, revenge, and rage. Draw on the desire for
immediacy. Reward for rapidity.
6. Envy fuels a need to desire what others have. Highlight the success of others. Improve
transparency on the spoils and rewards.
7. Pride draws out vanity and narcissism. Foster healthy competition. Incentivize the pursuit of
excellence.
The Bottom Line: Reward Alignment Of The Seven Deadly Sins With Non Monetary Incentives
A study of best practices show a number of non-monetary incentives that can drive success (see Figure
2). Three key non-monetary areas include:
1. Level 1: Recognition. This first level focuses on highlighting success and engaging novices. The key
themes drive personal brand recognition.
2. Level 2: Access. This second level builds demand for association and attracts intermediate users.
Non monetary incentives create value and scarcity around access to resources, people, and tools for
improvement.
3. Level 3: Impact. This third level appeal to power users and advanced users. At this level, bragging
rights and incentives align with impact to the organization.
Figure 2. Non Monetary Gamification Incentives


Source Two; http://johnbell.typepad.com/weblog/2011/08/behavioral-
economics-applied-gamification.html

Behavioral Economics Applied - Gamification
Gartner places "gamification" on their hype cycle about ready to crest the initial rise of
expectation before deep descent into the "trough of disillusionment." That doesn't mean there
is no "there, there." It simply means that Gartner sees the concept and companies labeled
"gamification" garnering some unwarranted and inflated interest.
The concepts of gamification are just a smart application of those action-inducing mechanics
that fall under the term 'behavioral economics'
Behavioral economics - "A theory stating that there are important psychological and
behavioral variables involved in the economic decisions of consumers or countries.(I found
the business dictionary definition more down-to-earth than Wikipedia)
Gamification - "Integrating game dynamics into your site, service, content, community or
campaign in order to drive participation"

Models for driving participation and word of mouth
Our job is to drive advocacy and action toward a business result. Whether it is for car
manufacturers, tourism, FMCG products or main-frame computer companies. The 'art and
science' of what we do combines three rubrics that make our work predictive and plannable.
These include the Influencer Network Model, the 6 Drivers of Influence from Robert Cialdini
and the 7 Drivers of Word of Mouth. Gamification is a fourth and very effective model to
drive people to action and advocacy.
The key features of 'best-practice' gamification includes (these are from Gabe Zicherman who
is pretty smart in thsi space):
Rewards
Status
Achievement
Respect
Altruism
Self Expression
Competitiveness

Three examples of Gamification
The Insider Circle Leaderboard - We developed a brand advocacy platform called Insider
Circle that manages a scalable community of fans and builds a productive relationship
between brand and fan. Irfan Kamal who designed the platform argued for a "gamified'
premise form the start. Today it features a full leaderboard that allows community members
to rack up points for actions taken and gauge how they are doing against other community
members. This simple feature drives a competitive streak that motivates action.



VW Roullette - VW needed to impress upon car buyers that a particular vehicle is fuel
efficient. To make the message memorable and drive people to authentically want to explore
the features of the car that contribute to that fuel efficiency, they create a 'gamified'
experience that drew people in to follow a long driving challenge via a data-enhanced Google
Map. people could essentially bet when the vehicle would run out of its single tank of gas.
The best part of this model is that people who wanted the best chance of guessing well
explored the features of the car that might contribute to fuel efficiency. Clearly they came
away with knowledge of how many features were designed to improve fuel efficiency.


HealthMonth - One of the founders of HealthMonth started 43Things, one of my favorite
sites to admire (but not really use). HealthMonth allows us each to set goals for ourselves in
multiple categories from dieting to mental health. these selections get distilled into "life
points" which you track, of course. You are also directed to groups of people who are also
striving to reduce the amount of fried food they eat every week or increase meditation. The
group support each other via Twitter. Another great example of behavioral economics and
game mechanics at work.


Source Three - http://www.b2bmarketing.net/knowledgebank/social-
media-marketing/best-practice/how-leverage-gamification

Its hard to ignore the buzz currently surrounding the gaming industry, and with gamification
increasing loyalty and engagement, its no surprise to see that B2B brands are also looking to
capitalise on this trend. To that end, whether you plan to use gamification to increase staff
loyalty, save money on training or to gain in-depth customer feedback, how can you make it
worthwhile?
The first thing to establish are clear objectives: what do you want to get out of gamification?
And whats in it for the user? Businesses must acquire an understanding that the customer
experience is the most important concern when it comes to gamification. Ultimately if it is
not user-friendly, customers or staff will remain unengaged and your efforts will be left by
the wayside.
Be true to your core values and content
Be realistic and dont get caught up in the craze just for the sake of it. Despite its clear
advantages, gamification can be expensive and time consuming to implement so businesses
need to be practical about the level they are looking to employ, while remaining true to their
objectives and ensuring the experience adds value for them as well as the user. Clear
objectives to focus on could be training or education, motivation, employee engagement or
customer feedback.
When it comes to gamification, your content is your best asset, so ensure to build your game
mechanics around the substance of your business, while making it accessible, straightforward
and easy to interact with. Just as LinkedIn has used gamification to encourage users to
complete their online profiles with a simple percentage progress bar, HR departments could
use gamification to motivate staff to submit details, or sales teams could be given target
driven awards for their achievements via an incentive scheme.


Collect data and feedback
Gamification is a brilliant way to capture customer or staff data and feedback, for example, it
can be collected through quizzes or surveys. These can help your business gain insight into
your customers while at the same time giving them a voice in an original way in order to
collect sufficient and honest feedback. Marketers should also look to track user interactions.
How much and in what ways is the game's content being shared. Brands need to shift the
importance from how long a customer spends online to how much they are sharing, how they
are sharing and with whom. This not only provides insight but can also help to improve your
gamification solution.
Tap into natural behavior
Humans are naturally competitive, ambitious and goal-orientated so harnessing these
behaviors with gamification should be the foundation for any B2B campaign. We love to be
recognised and rewarded for our accomplishments so building a reward system, such as prize
draws, league tables or highlighting top achievers, will help motivate staff or customers and
increase interaction. Importantly the experience should be fun and enjoyable otherwise
people simply wont use it.
Think about your target audience and which mechanics will resonate with them. Look at the
types of gamers appropriate to your business or brand. These can include Achievers,
Socialisers, Explorers or a combination of all three. Also think about how your gaming
mechanic or solution will fit within your entire B2B campaign. To help choose the types of
game mechanics you should also consider the lifecycle of your gamification experience and
how to encourage longevity. Some users will be new, some will be regulars and a smaller
proportion will become avid enthusiasts or brand advocates throughout the lifecycle of your
campaign.
Dont go overboard
Some are sceptical about gamification, and rightly so. Companies and brands can spend a lot
of time and money developing complex games that add little to their business content by way
of engagement. Planning and understanding how your game relates to the user, what benefits
the user will receive and, more importantly, how the game fits in with a users perception of
your business or brand are key to integrating game dynamics on a deeper level.
Further to this the brand or product needs to be strong and tangible enough for users to really
want to interact with it in the first place, in order for the game to be more than just a
gimmick. Often the simpler the game mechanic, the better the results. Dont plan on creating
the next chart topping arcade game but look to build something simple and effective around
your core content. If your content is already established it shouldnt be hard to gamify.
Keep it simple
The reason gamification works is because it can simplify otherwise lengthy processes.
Surveys or training can be broken down into smaller stages with a simple reward mechanic
after each stage. This approach makes it easier to respond to laborious tasks by helping to
map out the process and encourage progress.
The easiest and most effective technique to use is a traffic light system. One such example is
the traffic light system used when setting up a password; red equals weak; green equals
strong.
Car brand Chevrolet has utilised a simple traffic light system with its well thought-through
colour coded dashboard mechanic for fuel efficiency green, youre driving efficiently;
yellow, youre not. While some people pay attention to the miles per gallon figure, without a
target there is no sense of achievement. What Chevrolet has done is to simplify the process,
so by keeping it green, drivers are technically winning. B2B brands can use similar
processes in their campaigns to achieve basic but very engaging gamification.

Source Four http://gamification.org/wiki/Best_Practices

What are the Best Practices for Gamifying a website?
We've begun to identify some of the Best Practices for Gamification. Please use the
discussion tab to debate whether these are appropriate for the Gamification and Web industry.
Best Practices:
Gamification should not distract from the website's experience.
Gamification elements should visually blend seamlessly into the website.
Gamification should enhance site features that directly affect ROI, engagement, brand
loyalty, time-on-site, or click through.
Gamification should consider weighting the experience of Game Mechanics to value specific
actions over others.
Gamification should primarily be concerned with enhancing the site's experience and not
focus on the attention on the Gamification service itself.

Source Five http://playgen.com/the-principles-of-gamification/


The Principles of Gamification
Gamification is a relatively modern process that is steadily immersing itself in the rapid acceleration
and advancement of modern technology. The principles behind gamification, stem from its ability to
sell a product or brand more effectively using meta games to help involve customers on a more
engrossing level.
These playful experiences, more commonly known as meta games, are used by gamers on the
internet as well as on mobile phone devices. The meta games are designed to appeal to those who
would not normally associate themselves with gaming formats and thus the greatest challenge is to
make meta games universal within differing demographic groups. As already mentioned, the
principles that lie at the heart of the gamification concept are concerned with selling a product and
brand to its maximum potential and reaching a broad customer base.
Determining the success of a new product can prove problematic as there are a number of factors
which could affect the performance of a brand or product. Consumers are faced with more choices
than ever and this makes it harder to predict success. There are a number of strategies in place which
can help short term interest in a product, such as creative advertising, but short term interest is not
the priority for a new product. This is where gamification and meta games can help play a significant
role in encouraging long term interest.
An underlying problem with predicting whether a product will succeed or fail, is largely down to an
understanding of consumer reaction and behavior. By attempting to alter and understand consumer
reaction and behavior, a product can begin to reap the benefits of long term interest whilst
simultaneously reaching a whole new audience. The basic principles of gamification and meta games
go a long way to help change consumer reaction and therefore encourage long-term interest with the
success of a product. By incorporating both meta games and gamification, products can reach and
have an effect on wide audiences. This is because meta games are, by nature, very engaging and if a
game is related to a product it can help the product earn greater value in terms of its consumers.
Once this is achieved through gamification it is likely a product will have a distinct advantage over its
competitors.
Essentially the principles of gamification are based around the ability to help create and sustain a
long-term relationship between the consumer in a product to help ensure the success of that product.
This is achieved through the use of visually stimulating and engaging meta games which are
designed to resonate and entice people outside of the traditional gaming sectors. Generating an
acceptance of meta games beyond the usual gaming sectors is the pivotal factor in creating a
successful gamification strategy. Once in place, the gamification process will help consumers
associate with a product and develop a greater sense of loyalty towards it because of factors such as
familiarity. Increased participation through the use of engaging and simple meta games can help
boost a business or product in the future.
When we consider the evolution of technology and the accelerated trends of consumer habits,
gamification has become a unique form of marketing which could only be applied in todays world. In
the past, the behavior of consumers changed through the use of advertising on television and on the
radio. As effective as that strategy was, and still is in some cases, it does not have quite the same
power over consumers as it used to, due to the saturation of advertising across multiple formats and
the vast array of choices available to consumers. Gamification helps respond to this problem directly
by attempting to appeal to all members of society through engaging meta games over the internet.
By physically engaging with meta games, consumers are actively getting involved and thus focusing
their attention on the product and meta games in question. This form of gamification marketing can
help directly affect consumer behavior in the same way advertising on television does. It helps draw
attention towards a product or brand and therefore creates a lasting effect on the consumer and
encourages long term interest. The principles of gamification are simple but strikingly effective as they
aim to change consumer behavior and promote interest.
The Concept of Gamification
Gamification is a simple but highly effective idea that has begun to firmly establish itself in 2010 with
the success of meta games such as Farmville. The basic concept behind gamification is the
introduction of straightforward and engaging meta games into applications or websites which in turn
help promote a product or brand. The key behind the concept is to make the meta games accessible
and attractive to those unfamiliar to the traditional gaming demographic. Once this is achieved, all
manner of consumers will actively engage in the meta games and product and therefore will create
long term business interest. It is the active participation in gamification which helps promote business
like no other form of marketing.
Like many other types of marketing, gamification seeks to work by altering and changing the behavior
of the consumer. Television adverts have been doing this for decades now, but through the use of
meta games and actual participation, the ability to change consumer behavior has allowed for
unlimited opportunities. Through a number of clever concepts, gamification works by enticing
consumers to behave in a certain way with regard to the product or brand the meta games are related
to. By engaging consumers repeatedly, and thus on a long term basis, it helps increase product
loyalty which in turn helps elevate the success of a product or brand.
The concept of gamification is to tap into the basic desires and needs of all consumers, impulses
which tend to revolve around competition or the idea of status and achievement and in some cases
even a form of self-expression. These desires and needs is something which is embodied in us all
and is what makes gamification such a effective tool amongst the masses. As mentioned, the key to
successful meta games is the ability to create gameplay that will appeal to those who do not typically
play computer games on a regular basis. As a result the meta games require an ease and simplicity
behind its basis, whilst still fulfilling its duty of entertainment, encouraging active participation and
continued use over a long period of time. Meta games also have the distinct ability to provide for
those basic needs of competition and status amongst friends and colleagues making gamification
extremely resourceful as a marketing tool.
Perhaps the best way to circulate consumers usage meta games in order to focus attention on a
particular product is through the use of statistics. Statistics are the ideal way to measure and quantify
competition and status and the other basic desires already mentioned above. Without statistics, meta
games can become instantly bland preventing any point in playing it. However with statistics there is
always a score to beat and competition can be accurately weighed up between friends and
colleagues. Gamification becomes hugely alluring to people because all manner of statistics can be
recorded, enabling people to compete for achievements and status, thus drawing them to play
repetitively until they have achieved their objectives. Meta games and gamification allow consumers
to compete on a vast scale and receive the reputation that comes with that. For example, they could
score enough points to be ranked first in the State or first in the US depending on the game being
played.
Not only do these gamification aspects encourage consumers to play on numerous occasions, extra
participation can be promoted through the use of purchasing an object within the game, taking a quiz
or even answering questions. Ultimately through all these gamification means, products and brands
can be marketed in a way unlike any other and the concept is totally original and can potentially reap
huge profits. The video game industry is booming and at the moment it is estimated that in the US
alone over 3 billion hours are dedicated to gaming. The gamification audience is already out there and
by successfully implementing this concept, a product could easily expand globally. Farmville is a
superb example of meta games and gamification reaching out to vast audiences including huge
numbers of non gamers.
A Design Guide to Gamification
Before designing a successful gamification strategy there are a number of things that need to be
understood, including the principles and the concept of gamification, in addition to the use of meta
games. Of course case studies should be analyzed and assessed in order to gain an idea of what
works in meta games and where to improve on existing ideas. However once these areas have been
explored, there is still one key aspect which drives the whole process of gamification and determines
its success when used for a product or brand. This is positioning yourself in the perspective of the
consumer and understanding what motivates their behavior which will ultimately be the force that
determines whether a gamification strategy is successful or not.
In order for a gamification strategy to alter and control consumer behavior, a number of factors must
be considered and addressed during the design process. The main goal when designing meta games
is engagement and continual involvement because this leads to long-term business success and
consumer loyalty. Meta games that are engaging will keep consumers content and fuel their appetite
to repeat the experience which is ultimately the aim achievement for any product or brand.
Engagement also plays a significant role in helping alter consumer behavior as consumers will be
exposed to the gamification and meta games over long periods of time. Considering behavioral
change over time is also an important factor when designing a gamification strategy which is aiming to
be engrossing.
There are a wide variety of factors that can help to make meta games captivating and effectively
determine the success of the gamification process. When designing a strategy, these factors must be
analyzed thoroughly, in order to devise meta games that meet the particular criteria. One of these
factors is the entertainment value of meta games. If a product or brand is deemed to be mundane
then incorporating an entertaining gamification process can help reverse that opinion bringing fun and
positive connotations towards it. If meta games lack entertainment value then the likelihood is that
frequent gamers are unlikely to play and of course non gamers will inevitable pass upon the
opportunity as well. One of the most important things to consider when designing the gamification
process is the ability to appeal to the non gaming demographic. If meta games can appeal to this
section of non gamers, then they can open up an enormous consumer base for the product, but in
order to appeal meta games have to be entertaining.
Another element that must be considered for meta games is competition. Competition is a basic
human desire that can be tapped into through the use of games and the hierarchy of unlocking
rewards, depending on your progress. When competition is present within meta games, it helps draw
consumers back because they will be drawn by the competition. This is particularly true if the
competition can be held between friends, family and colleagues. Competition can be easily
incorporated into gamification design because it relies on the simple process of collecting and
presenting statistics. When the statistics of different players are presented next to one another they
can be compared and ranked and thus competition is initiated.

With competition, there must be reward because without reward there is no incentive to better
yourself or your opponents. Often meta games make use of trophies which are permanently attached
to a players profile and act as a record of achievement. With the trophies symbolising a gamers ability
to perform it cements a sense of recognition they arguably play for, rewarding them in social status
and drawing non gamers the opportunity to show off. The pursuit of accomplishing rewards or certain
objectives is often a long-term process and is designed to lengthen the period of time consumers
interact with meta games. Once these rewards have been reached, a consumer will earn their social
status and a new reward can be designed for the gamification process.
A visually arresting experience is also a crucial factor when designing meta games as this is the most
effective method of capturing the users imagination in addition to being a technique which will not only
succeed in heightening gamer sensibility but also draw consumers towards future products whether
they are gamers or non gamers.
When designing a gamification strategy, the main goals are long-term engagement through the use of
rewards, competitions and entertainment. With long term engagement a product can then aim to
control consumer behavior and become successful.
The Main Themes Of Gamification
Gamification has emerged as an extremely powerful marketing tool enabled to attract long term
consumer interest and encourage participation in a product. Through the use of meta games,
gamification allows products and brands to appeal, reach and pave exposure to vast audiences.
However, the success of meta games is reliant on the application of a appropriate gamification
strategy that will help create publicity. A successful gamification strategy depends on a number of
factors that must be present within meta games. When creating a strategy, it is vital to recognize that
the success of gamification and meta games lies in its ability to encourage prolonged participation
from consumers. Consumers who consistently play meta games over lengthy periods of time are the
key to a successful gamification strategy and this extended engagement can be promoted through a
series of central themes.
There are a plethora of main themes that when placed together into an appropriate gamification
strategy can help lead to success. Meta games should cater for all these themes, in order to draw
consumers back and create extensive business opportunities. When working together, particular
themes help drive participation and engagement for consumers, to unprecedented levels making it
even more significant when implementing them into meta games. One of the most important themes
to consider for the gamification process is the encouragement of consumer action whilst using the
meta games. Users should be provided with a number of incentives to actively participate and perform
actions whilst playing meta games. This could be achieved through the encouragement of filling out
questionnaires participating in quizzes, users could even be persuaded to purchase items, rate
something or even watch a linked video. All these aspects require user interaction and if these actions
are provided with incentive and rewards then the gamification strategy will promote continual activity.
Similarly, the use of rewards in gamification and meta games is also an important theme. For
example, once users have achieved certain goals, rewards will become a product of the gaming
experience, keeping users enthralled and eagerly anticipating the next time they use meta games to
earn all possible rewards. These rewards can be trophies, or prizes constructed to highlight a players
attributes and thus their status within the meta games. Also linked to the theme of rewards is the
theme of points and point scoring in meta games. Collecting points works on a number of differing
levels. Firstly, people have to work for points and the more points a person gains, the more credibility
they will have. A gamification strategy should entail points in order to achieve rewards and so the two
feed each other and encourage prolonged use of the meta games by consumers. When used in
gamification, points are particularly effective for a number of reasons. Points can count towards status
indicators, they can be used to buy virtual items within meta games and as already mentioned they
can build up rewards. In gamification, points help actively encourage consumers to engage in meta
games over long periods of time as they have many reasons to come back and earn more points.

Two themes which are also intrinsically linked to meta games are competitions and leader boards.
Gamification and meta games will not be successful without these themes.
Leader boards promote prolonged participation because users can compare their performance to that
of their friends, family and colleagues.
Being at the top of a leader board, helps create social status, whilst being in an inadequate position
on a leader board creates the opposite effect, encouraging people to try harder.
Leader boards can often be determined through the calculation of statistics and points.
Competitions work on a similar basis except with competitions, those who win can be rewarded with a
prize at the end. Once again this incentive works to draw people in to play for the foreseeable future
and improve on their performance so they can win future competitions.
A final theme to consider with gamification and meta games is the option of individuality. Though the
use of customizable avatars, users can express their individuality whilst playing the game.
Once these themes come together in a coherent and easy format, a gamification strategy is likely to
be successful.