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At Standing on Giants, we’ve seen what happens when gamification stops evolving. It doesn’t just plateau, it slowly starts to work against you.
Recently, we partnered with a leading gaming brand to rethink their community platform. The existing system had been in place for years and had reached its limit. Our brief was simple: rebuild it into something people actually want to engage with again.
Here’s how we approached it…
The original system was built on a straightforward points model with a clear ceiling.
That worked, until it didn’t.
Over time, highly active members reached the top and had nowhere else to go. No further recognition, no continued sense of progress, no reason to stay invested.
We focused on three core challenges:
Instead, the goal was to create something that reflects how people actually participate in a community. Not just how often they show up, but how they contribute, how long they’ve been around, and how they engage with others.
That’s where badges came in.
Designed well, they don’t just reward behaviour, they give people something to identify with. A sense of progress, status, and even a bit of personality.
We rebuilt the progression model to better support both new and experienced members.
Early on, progress feels fast and visible, helping new members build momentum quickly. Over time, progression becomes more meaningful, giving long-term members something to continue working towards.
We also expanded the number of levels significantly, creating a longer runway that supports sustained engagement rather than short bursts of activity.
Alongside this, we introduced a transition that ensured existing members felt rewarded for their past contributions, rather than reset by the change.
The result was immediate. Progression felt clearer, more motivating, and more aligned with how people actually engage.
One of the biggest gaps in the original system was the lack of visible recognition.
We introduced a layered badge system designed to reflect different ways of participating in the community.
These recognise consistent activity and key milestones, as well as time spent in the community. They provide a steady sense of progress and help members see their journey over time.
We also aligned rewards with behaviours that contribute most to a healthy, active community, encouraging participation that benefits everyone.
Some badges aren’t announced upfront. Members come across them naturally through participation, adding an element of surprise and making the experience feel more personal.
These are tied to specific moments, campaigns, or initiatives. Their limited nature makes them more meaningful and gives members something unique to collect.
The outcome is a system that does more than reward activity. It reflects the different ways people show up in a community.
There’s always something to work towards, whether that’s progression, recognition, or simply the enjoyment of taking part.
Most importantly, it’s built to last. Not a short-term engagement boost, but a system that can grow alongside the community itself.
