Removing gamification from an enterprise SNS
📜 Abstract
Gamification, the use of game mechanics in non-gaming applications, has been applied to various systems to encourage desired user behaviors. In this paper, we examine patterns of user activity in an enterprise social network service after the removal of a points-based incentive system. Our results reveal that the removal of the incentive scheme did reduce overall participation via contribution within the SNS. We also describe the strategies by point leaders and observe that users geographically distant from headquarters tended to comment on profiles outside of their home country. Finally, we describe the implications of the removal of extrinsic rewards, such as points and badges, on social software systems, particularly those deployed within an enterprise.
✨ Summary
The paper analyzes user activity before and after the removal of a points-based gamification system from an enterprise social networking service. The incentive system awarded points for adding photos and lists and for commenting, while also displaying user levels, badges, and leaderboards. Using usage logs from two weeks before and two weeks after removal, the authors report significant decreases in contributions across several content types, including photos, lists, and comments. The study also identifies behavioral differences among highly active users and geographic differences in commenting patterns, with users outside headquarters tending to interact more across national boundaries.
The paper has subsequently been used as an empirical reference point for research on the consequences of ending gamification. Later work cites it as an early example showing that removing visible rewards can cause measurable changes in participation and activity patterns. Research on GitHub extended this line of inquiry through a quasi-experiment involving the removal of activity-streak counters, while later reviews and enterprise-systems research cite the paper when discussing the risks, limitations, and termination effects of extrinsic gamification. (research.ibm.com) No specific commercial product adoption directly attributable to this paper was identified in the sources reviewed; its documented influence is primarily scholarly and methodological.