Game On: Learning from the Biggest Digital Industry on the Planet

Authors Note: This article was inspired by the A16Z podcast "Founders Playbook: Lessons from Riot, Discord, & More"

Community builders are constantly searching for ways to engage, retain, and grow our user base. But what if the secret sauce has been right in front of us all along?

Hidden in plain sight, disguised as leisure time and pixelated adventures? That's right – I'm talking about games.

When we think of gaming, our minds might immediately jump to digital realms like League of Legends or World of Warcraft. But let's zoom out for a moment. Remember those playground games, board game nights, or impromptu volleyball matches? They're all part of the gaming ecosystem, and they hold valuable lessons for community builders.

The Power of Role-Playing

At its core, gaming is about assuming a role. Whether you're a warrior in an RPG or the banker in Monopoly, you're stepping into a character. This is exactly what happens in your community. Your members aren't just passive consumers – they're active participants taking on roles within your space.

As Jonathan Lai from A16Z Games puts it, "There's never been more players of games today than ever before." The same is true for online community. Your job is to make the experience of your members meaningful, just like a well-crafted game does.

"You don't make your dream game, you make players' dream game." - Michael Chow

Rewarding Engagement and Progress

Games excel at rewarding players for their engagement and giving them a sense of progress. Think leaderboards, experience points, or unlockable achievements. How can you incorporate these elements into your community?

Consider creating a points system for participation, badges for reaching milestones, or exclusive roles for long-time members. Apply this mindset to your community – what would make your members feel rewarded and valued?

Leveraging Your "Players"

In the gaming world, the most engaged players are gold. They're the ones who will notice every change, provide detailed feedback, and evangelize your product. Erez Rosmini, former CMO at Discord, emphasizes this: "If you were a Discord super fan and we saw you, you knew that we saw you."

Identify your super users. Are they players? Members? Builders? Give them a title that reflects their importance. Then, engage with them directly. Let them test new features. Ask for their opinions. Make them feel special, because they are.

Creating a Feedback Loop

Steven Snow, co-creator of League of Legends, shared a powerful anecdote about gathering user feedback at gaming conventions. He would ask players to tell him what "completely sucks" about the game. This raw, honest feedback became the fuel for improvements.

Implement a similar approach in your community. Create channels for open, honest feedback. Make it clear that criticism is not just accepted but valued. Then, crucially, act on that feedback and let your community know when you do.

The Multiplayer Experience

Games thrive on social interaction. Even single-player games often have vibrant communities discussing strategies, sharing experiences, and creating content. Your community can (and should) strive to foster similar connections.

Encourage member-to-member interactions. Create spaces for collaboration. Host events that bring people together. As Andrew Chen from A16Z points out, gaming is becoming "the primary entertainment medium for the future" largely due to its social aspects.

Embracing Innovation

The gaming industry is often at the forefront of technological innovation. From VR to AI, games push boundaries. Adopt this mindset in your community.

Don't be afraid to experiment with new tools or approaches. Your members might surprise you with their willingness to embrace change.

The Final Word

Thinking of your community as a game – with roles to play, progress to make, and connections to forge – can transform how you approach engagement and growth. It also MAKES WORK FUN which is a great unlock.

The question is, are you ready to press start and level up your community game?

Bonus Section

Ready to level up your community? Here's a one pager you can use to implement the gaming-inspired strategy that makes the most sense for your community.

Define Roles

• Identify different roles members can take in your community
• Create clear descriptions for each role
• Establish a path for members to progress through roles

Implement a Reward System

• Design a points system for participation
• Create badges or achievements for milestones
• Develop exclusive perks for long-time or highly engaged members

Identify and Engage Super Users

• Define criteria for your most engaged members
• Create a special title or group for these members
• Establish a direct communication channel with super users
• Involve them in testing new features or providing feedback

Set Up Feedback Channels

• Create a dedicated space for open feedback
• Regularly ask for specific feedback on different aspects of your community
• Implement a system to track and act on feedback
• Communicate changes made based on member input

Foster Social Connections

• Set up spaces for member-to-member interactions
• Plan regular events that encourage collaboration
• Create challenges or projects that require teamwork

Gamify the Experience

• Implement a leaderboard for active participants
• Create "quests" or challenges for members to complete
• Develop a leveling system that reflects member growth and contribution

Embrace Innovation

• Stay informed about new community engagement tools
• Run small experiments with new features or approaches
• Gather feedback on innovations and iterate quickly

Track and Analyze Engagement

• Set up metrics to measure member engagement
• Regularly review these metrics to identify trends
• Use data to inform decisions about community initiatives