Gamification for Online Communities: A Case Study for Delivering Government Services

Abstract

Gamification, the idea of inserting game dynamics into portals or social networks, has recently evolved as an approach to encourage active participation in online communities. For an online community to start and proceed on to a sustainable operation, it is important that members are encouraged to contribute positively and frequently. We decided to introduce gamification in an online community that we designed and developed with the Australian Government's Department of Human Services to support welfare recipients transitioning from one payment to another. We first defined a formal model of gamification and a gamification design process. In instantiating our model to the online community, we realised that our context applied a number of constraints on the gamification elements that could be introduced. In this paper, we outline the design and implementation of a gamification model for online communities and its instantiation into our context, with its specific requirements. While we cannot comment on the success of gamification to drive user engagement in our context (for lack of the possibility of a controlled experiment), we found our implementation of badges-based gamification a helpful way to provide a useful abstraction on the life of the community, providing feedback enabling us to monitor and analyze the community. We thus show how feedback provided by such gamification data has a potential to be useful to community providers to better understand the community needs and addressing them appropriately to maintain a level of engagement in the community.