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Creative Types on the Gamification Team

Gamification teams are comprised of key stakeholders, among them, creative types. Creative types not only understand the business objectives, but have a vision for the gamification program.

Creative types can include the following:

  • Producer: This person manages the process of designing and implementing your gamification program. She keeps people organized, facilitates communication, tracks the schedule, and so forth. There’s a good chance that if you’re reading this book, you’re in the role of the producer.

  • Designer: This is the person who decides what the user experience will be, decides which gamification framework will be used, balances the system, etc. This may be the same person as the producer, but maybe not.

  • Graphic artist: Your team will be severely lacking without a good graphic artist on board. Why? Because many gamification programs rely heavily on visual elements, such as badges. Badges should be eye-catching works of art. Ergo, you need an artist. Most importantly, your visual elements should map to the look and feel of the digital environment that you’re gamifiying.

    It’s best to work with artists who are already schooled in web design. They know up front not to design super-elaborate graphics. (When intricate pieces get shrunk down to badge size, all that detail is inevitably lost.)

  • Brand manager: This person understands and is responsible for maintaining the look and feel of a brand. You want him or her on your side as you develop your gamification program to make sure that what you come up with is in line with the brand being gamified.

  • Content developer: Yes, you could launch a gamification program without a content developer. But having one on your team, even if that person also fulfills another role (such as designer or brand manager), will help you develop the program — especially the text used in notifications, badge names, level names, and other messaging.

    That person need not be a Writer with a capital W. Anyone with a knack for “structuring interesting word usements” (to paraphrase Steve Martin in the delightful 1991 film L.A. Story) will do.

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