1. Gamification
Do’s and Don’ts

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3. #1
DO open with victory
The first user experience is critical to any motivation
program. Use this touch point to engage immediately.
Members should not have to search for a reason to re-
engage in the future.

4. #2
DON’T over emphasize
the mechanics
Placing too much emphasis on your game mechanics
alienates them from the core experience. Instead, focus
on the dynamic. Mechanics must always symbolize
something meaningful to the core experience.

5. #3
DO create loss aversion
Show progress immediately, even if it’s small.
People are far less likely to abandon their goal
when they’ve already put some level of effort into
achieving it.

6. #4
DON’T forget to show
social proof
Humans are social creatures by nature. We rely on
others around us to inform our behavior - particularly
in unfamiliar settings. Social mechanics enable this
type of feedback in virtual environments.

7. #5
DO give your users choice
When you give your users choice, you create meaning
at the same time. Individuals feel a sense of
responsibility and empowerment when they are
encouraged to choose their own path in pursuit of a
goal that is personally satisfying.

8. #6
DON’T add the kitchen sink
Gamification is not about adding as many game
mechanics as possible. It’s about incorporating the best
blend of game design techniques to drive targeted
behaviors.

9. #7
DO provide a balance of
challenge and achievement
Unattainable goals are disengaging. Challenges with no
difficulty are meaningless. Rely on the behavioral data of
your community to determine which milestones to reward.
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10. #8
DON’T add points and
walk away
Loyalty programs are well-known for assigning point
values to everything and ignoring other drivers of
behavior. Solid evidence now suggests that people are
motivated by opportunities to earn status, to learn and
master new things, and to socialize with communities of
like-minded people just as they are by rewards of
economic benefit.

11. #9
DO create success metrics
The purpose of gamification is not to increase the
amount of time users spend on your website. It’s about
driving key behaviors that support your business
objectives. Start by identifying the behaviors that your
users are currently performing. Next, identify the
behaviors that you want to encourage more or less of.
Now, tie those behaviors to an overall business goal and
determine where to focus your resources.
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12. #10
DON’T assume gamification
is a silver bullet
If your product sucks and your customers hate
you, gamification will not be a fix-all. Your users are not
stupid and they will see through a meaningless application
of badges and leaderboards. Focus on why people engage
with your brand in the first place and leverage game design
techniques to reinforce and deepen those interactions.