Many people think gamification means just slapping points and badges onto a forum through a basic points system and calling it a day.
But when I started building community at an enterprise B2B company, I realized: people don’t show up just for mugs and hats. They show up when it feels meaningful. When it feels worth it. When it feels fun. When it feels like them.
Gamification is about making people feel like their involvement in your community is so valuable that it’s worthy of reward. It’s easy to write off gamification as fluff. But there’s compelling industry data from Open Loyalty that tells a different story:
- Autodesk boosted trial engagement by 40% and saw a 15% lift in conversions after adding gamified elements to their product experience.
- Dacadoo grew monthly active users by 62% and boosted engagement by 71% with loyalty-style mechanics.
- Limango tripled its purchase frequency and saw a 41% increase in average order value after rolling out gamified challenges.
So no, it’s not just about badges. It’s about motivation.
Let’s break it down.
So…What Is Gamification, Really?
At its core, it’s using game-style elements—badges, points, challenges, recognition—to get people more engaged. We shared a lot on the topic of gamification for online communities a few years ago and the insights are still super relevant.
And while this stuff is everywhere in consumer apps (Duolingo, FitBit, even Starbucks), it’s trickier in B2B. You’re not just trying to get someone to finish a level—you’re trying to help them do their job better, gain a new skill, connect with peers, or provide insights into your platform or service.
That means your gamification strategy has to feel useful and thoughtful—but can still be fun too.
Intrinsic vs. Extrinsic Motivation (But Make It Simple)
Intrinsic motivation is when someone does something because they enjoy it.
Extrinsic motivation is when they do it because there’s a reward (like a badge or shout-out).
In a perfect world, your community taps into both.
You want people to feel personally fulfilled and altruistically motivated by helping each other. But it never hurts to give a little nudge (a new badge, a leaderboard climb, a surprise reward) especially when someone’s just getting started.
What Works? Try These.
Here’s what I’ve seen work in the real world:
- Badges that celebrate small wins (first post, first reply, first kudos).
- Ranks that show progression (“Rookie” → “Regular” → “Trailblazer”)—you get the idea.
- Secret badge challenges (don’t tell them exactly how to earn it—it keeps things fun).
- Real-life perks: early access, AMAs with the product team, or even event invites.
It’s not about throwing the whole kitchen sink at them. It’s about choosing the right moments to say: “Hey, we see you. That was awesome.”
Some folks love recognition. A little spotlight in a newsletter, or “top contributor” on their profile, that sort of thing. Others want access. Give them new features, access to product leaders, or behind-the-scenes intel. A few might appreciate real swag (yep, socks still work).
The key? Know your people. Ask them questions and listen to what they tell you. Mix it up. And don’t go broke trying to always think scale. Sometimes the smallest rewards stick the most.
Need inspiration? I still love how Salesforce does Trailblazer Ranks—simple, clear, and aspirational without being overwhelming.
Want to build your own? Steal this Google Sheet template— from one of the masters of gamification Brian Oblinger, it has example ranks and badges you can tweak for your own community.
You’ll also find a bunch of great ideas and real examples from other community folks in this thread on Gainsight’s own Community—well worth a scroll.
Quick Tip: Keep Ranks Meaningful
Don’t just hand out “levels” for the sake of it. Make sure they reflect actual contributions: time spent, quality of posts, helpfulness, consistency.
And for the love of all things community, don’t make the top rank feel like the final destination. Keep some air in the balloon so people want to keep growing.
Proof It Works: Gamification Systems People Actually Love
Sometimes I look outside B2B to remind myself what real, sticky engagement feels like.
Because when a loyalty program makes you feel like more than just a customer—when it makes you want to earn, share, or belong—that’s gamification done right.
Here are a few that stick with me:
👟adiClub gets full marks for rewarding activity, not just spending. You get points for workouts, using the app, staying involved. I love that it creates a rhythm—it’s not just about buying shoes, it’s about becoming someone who moves. That’s such a useful frame when thinking about how to keep members coming back to a B2B space in between the big moments.
⛰️REI’s Co-op Membership might be my favorite for how values-driven it is. There’s a dividend, sure, but the magic is in the classes, group hikes, and co-op voting. You don’t just buy gear—you buy into a mission. It’s a reminder that sometimes community isn’t about flash. It’s about alignment.
☕Starbucks Rewards is sneakily good at behavior design. Between “Star Days,” app games, and surprise offers, they’ve turned everyday purchases into tiny dopamine hits. It’s simple, consistent, and personal. Honestly, I think a lot of B2B forums could take notes on how to make recurring engagement feel just rewarding enough.
💄Sephora’s Beauty Insider wins on delight. The birthday gifts, the event invites, the sense that you’re unlocking something special as you level up—it all feels earned but generous. Plus, their use of peer reviews makes learning social. That’s a big unlock for B2B communities: let members teach each other, and reward that behavior like crazy.
🏃Nike One might be the most community-feeling of them all. It’s all built around movement: the apps, the challenges, the rewards. It creates a sense of momentum. You’re not just leveling up—you’re training alongside others. In B2B, that could look like learning sprints, usage streaks, or shared milestones.
🍟McDonald’s gets me on guilty pleasures. Ok don’t tell anyone, but I am a sucker for french fries and diet coke especially from McDonald’s. And their new app and loyalty program tell me that I’m probably not alone. As a member I get Free French Fry Fridays – need I say more?
I’m not saying we need to turn B2B communities into beauty counters or running clubs. But these programs work because they reward behavior, foster identity, and create emotional stickiness.
So next time you’re designing a badge, rank, or reward, ask yourself:
- Would someone brag about this?
- Would they tell a friend?
- Would they feel seen?
- Would it make them come back?
- Would it encourage them to choose my product over an alternative?
If the answer’s yes, you’re on the right track.
Measuring If It’s Working (Without Getting Lost in the Data)
Here’s are some things to look at:
- Are people posting more?
- Are they helping each other more?
- Are they learning more or learning faster?
- Are lurkers turning into contributors?
- Are the same few folks earning everything, or is it balanced?
And when in doubt, ask them about it in a quick message: “Hey, how do you feel about this new badge?” or “What would make this more fun or motivational?”
Gamification should evolve. So build it like a living thing, not a one-time launch.
(If you want to hear me go deeper on all this—including some lessons learned the hard way—I unpack a lot of it in this episode of In Before The Lock.)
Bottom Line
Gamification isn’t magic. It’s just one more tool in your toolkit to make people feel seen, motivated, and connected.
And when you do it right, it stops being about “playing a game.”
It starts being about showing up.
So, what’s one small way you could bring more fun or engagement into your community today?
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Follow Erica Kuhl for bold ideas on how to help your customers learn what matters, adopt what drives real value, connect with peers, and succeed by orchestrating the entire customer journey.
