The videogame fans in your company are a valuable resource. Here’s how to make sure they stay engaged.
By Ted Price, CEO, Insomniac Games
If you employ videogamers, and based on statistics you probably do, it’s important to remember that gamers often respond to different motivators than non-gamers.
For those of you who have been in the business world far longer than I have, I apologize if the following seems too “been there, done that.” These are the things I’ve found most relevant after years of working with hardcore gamers (and being one myself).
Focus on short term goals
Gamers are goal-seekers. We’re conditioned to strive for that next rank, to solve the tough puzzle. Because of this we’ll respond positively to short-term goals that result in a reward. And that reward doesn’t have to be monetary. Most of the time gamers are simply looking for peer recognition.
Use career “pathing”
Similarly, gamers are used to understanding the path to success. We understand that we must start as a level 1 apprentice before we can become a level 60 wizard. We also realize we may never reach that goal. But in games, one always knows that there is a path to that ultimate destination. Therefore gamers need to know where one can go within the company and the necessary steps to getting there.
Be flexible and allow employees to try out new roles
Gamers are used to trying out multiple roles. It’s one of the best aspects of games in general. One day you can be a racecar driver, the next you can be a warrior. Real life doesn’t always work that way. But providing the opportunity for employees to try out different jobs can be a huge motivator for gamers.
Encourage and reward trial and error
Gamers are trained to succeed through trial and error. Whether that’s the right way to run a business is debatable. But any business can benefit if its employees are encouraged to try new approaches to old problems. And positive reinforcement for taking risks gets gamers jazzed.
Don’t patronize us
Gamers are jaded. You can probably say this about anyone who’s grown up with the Internet. We have well-tuned b.s. meters.
In fact I’d even go as far as calling a lot of gamers anti-establishment. Why? Today’s games use corporations and governments as villains as frequently as demons. This kind of role-playing encourages distrust of corporate America. And for those of you who run companies, that means you (and me). So always give gamers the straight scoop.
Build a diverse social environment
Today’s gamers are used to interacting with others who have different interests and skills. Why not mimic this in the work environment? At Insomniac Games we’ve found that when we mix the seating arrangements so that programmers are seated with artists, writers are with animators and so on, we experience a blossoming of creativity. For some it takes a little getting used to. But for gamers it’s what we know.
Embrace new forms of communication
Gamers are a communicative group. And because efficient communication is an important part of most multiplayer games, we’re used to communicating very quickly via several voice-based and text-based systems.
Gamers also use social networking tools to communicate with each other outside of the games as we’re trading strategies, managing our clans, etc. Email is out. Wikis, instant messaging, SMS texting, blogging, Twitter, and forum posts are in.
Provide learning opportunities
Most of today’s games have a difficulty ramp requiring gamers to improve our skills as the games progress. These skills can be physical (for example, controlling drift as you race your car around a track) or cognitive (solving logic puzzles.) Gamers are used to having opportunities to improve their skills. Work should be no different!
Encourage collaboration
In multiplayer and cooperative videogames, gamers often have to work together to solve challenges. And while collaboration is usually an essential part of any well-run company, most gamers are primed to be very effective collaborators because of our in-game experiences.
Keep it fresh
If a game gets boring, gamers will quickly drop it. Does this mean we have a collective case of ADD? Not necessarily – we’re just used to having options. Companies that want to keep gamers happy should work hard to eliminate workplace stagnation and promote constant evolution of their processes.
Price is the founder, president and CEO of Insomniac Games, an independent video game developer based in Burbank, Calif.
