“Toby’s approach to gamification, with its emphasis on cultural translation, brilliantly bridges the gap between broad organizational goals and individual player motivations. By understanding and adapting to the unique cultural contexts of different audiences, this method allows us to create personalized experiences at scale, driving deeper engagement and more meaningful interactions.” – Pete Baikins
In a recent talk, Toby Beresford, an expert in gamification and author of the book Infinite Gamification, shared his innovative perspective on the role of cultural translation in gamification design. This article delves into the key concepts from his talk, exploring how gamification can be effectively implemented by understanding and adapting to cultural contexts.
Introduction to Gamification and Cultural Translation
Gamification, the application of game-design elements in non-game contexts, has gained significant traction in various fields, from education to corporate training. Toby emphasizes that the primary role of a gamification designer is to act as a cultural translator. This means adapting game elements to fit the cultural norms and values of the target audience, ensuring that the gamification experience is relevant and engaging.
The Infinite Gamification Framework
One of the central concepts in Toby’s talk is the Infinite Gamification Framework. This framework aims to blend organizational and individual goals to create “player goals” that align with both. For instance, in a sales context, the organizational goal might be to increase customer acquisition, while the individual goal for a sales representative could be to build more relationships with customers. The player goal, therefore, could be framed around the number of customer interactions or relationships built each week, achieving both organizational and individual objectives.
Understanding Player Context
A crucial aspect of effective gamification design is understanding the cultural context of the players. Toby highlights the importance of immersing oneself in the player’s environment to gain a deep understanding of their cultural norms and values. He shared an example where he wished he’d been able to do this in a past project. This immersion helps designers create gamification experiences that resonate with the players, increasing engagement and emotional connection.
Cultural Translation in Practice
Cultural translation involves adapting game elements to fit the cultural context of the target audience. For example, a gamification program designed for a medical context might avoid using terms like “leaderboards” and instead focus on key performance indicators (KPIs) or organizational goals. Similarly, a program aimed at environmental conservation might frame scores as “stamps of respect” to align with the values of the target audience.
Digital Platforms and Tribes
In today’s digital age, gamification often takes place within digital platforms. Toby discusses the concept of “digital tribes,” which are unique cultures that form around different online platforms. For instance, the culture on LinkedIn is different from that on TikTok or YouTube. To create effective gamification experiences, designers must consider these platform-specific cultures and create content that is native to the platform. He goes into more detail about this and we’re excited to explore and use the following terminology in future:
Digital Continents and Digital Nations
Digital Continents refer to broad categories of online activities and platforms, such as gaming, video, commerce, social media, and more. Each continent represents a distinct type of digital interaction and community.
Digital Nations are more specific subcategories within these continents, representing unique cultures and user behaviors on individual platforms. For example, within the Digital Continent of social media, Digital Nations could include platforms like LinkedIn, TikTok, and YouTube, each with its own cultural norms and user expectations.
Integration with Gamification and Cultural Translation
- Understanding Platform-Specific Cultures:
- Digital Continents provide a macro-level view of the different types of digital interactions, helping gamification designers understand the broad context in which their target audience operates.
- Digital Nations offer a micro-level perspective, allowing designers to delve into the specific cultural nuances of individual platforms. This understanding is crucial for creating gamification experiences that resonate with users on each platform.
- Creating Platform-Native Content:
- By recognizing the unique cultures of different Digital Nations, designers can create content that feels native to each platform. For instance, a gamification strategy on LinkedIn might focus on professional achievements and networking, while a strategy on TikTok could leverage short, engaging videos and viral challenges.
- This approach ensures that the gamification experience aligns with the expectations and behaviors of users on each platform, enhancing engagement and effectiveness.
- Adapting to Cultural Differences:
- The concept of Digital Nations emphasizes the importance of cultural translation in gamification. Just as different countries have distinct cultures, so do different digital platforms. Understanding these differences allows designers to tailor their gamification strategies to fit the cultural context of each platform.
- For example, a leaderboard might be highly motivating on a competitive platform like Fortnite but might need to be framed differently on a more collaborative platform like Quora.
Competencies for Gamification Designers
Toby identifies several key competencies for gamification designers, with a particular emphasis on immersion. Immersing oneself in the player’s environment allows designers to understand the cultural nuances that influence player behavior. Skills in anthropology can also be valuable, as they enable designers to observe and interpret cultural contexts effectively.
Practical Application: A Case Study
Toby shares a practical example of applying these concepts in a gamification program for a professional services firm. The objective was to encourage partners to use LinkedIn more effectively. By understanding the cultural context of the partners and the platform, Toby and his team were able to create a more cohesive and engaging gamification experience. This involved aligning the communication of results and scores with the LinkedIn platform, creating a seamless and culturally relevant experience for the users.
Conclusion
Toby Beresford’s talk offers valuable insights into the role of cultural translation in gamification design. By understanding and adapting to the cultural context of the players, designers can create more engaging and effective gamification experiences. His concepts for Digital Continents and Digital Nations give us a powerful tool for designing more effective gamification!
For those interested in exploring these concepts further, Toby’s talk is embedded below. Watch the full talk to gain a deeper understanding of how cultural translation can enhance your gamification strategies.
By embracing the principles of cultural translation, gamification designers can create experiences that resonate deeply with their players, driving engagement and achieving both organizational and individual goals.