Untappd's Gamification Strategy: A Case Study

Untappd, a social networking and mobile app for beer enthusiasts, successfully leverages gamification to drive user engagement, foster community, and ultimately improve retention. By incorporating elements of game design into its core functionality, Untappd transforms the simple act of beer logging into a rewarding and engaging experience.

Overview

Untappd’s core offering centers around users checking in beers they drink, rating them, and sharing their experiences with friends. Without gamification, this could become repetitive. Untappd avoids this by layering in various game mechanics that encourage continued use and exploration of the app's features.

Key Gamification Elements

Achievements and Badges

Untappd heavily utilizes Achievements, often presented as badges, to reward users for specific actions and milestones. These badges range from simple ones like checking in your first beer to more challenging ones that require exploring different beer styles, breweries, or locations. For example, the "Landmark" badge is awarded for checking in a beer at a particular venue. The "Brewery Pioneer" badge is earned for being the first to check in a beer from a specific brewery. These Badges provide a sense of accomplishment and encourage users to explore the platform more deeply.

Levels

Untappd uses a leveling system. As users check in more beers, they gain experience and advance through levels. The higher the level, the more "respected" the user is perceived to be within the community. This Level system provides a clear indicator of a user's dedication to the platform and motivates continued engagement. This motivates users to not only check-in different beers, but check-in frequently. Leveling up can also unlock access to special features or content.

Points

While not explicitly displayed as a running total, points are implicitly awarded for various actions within the app, contributing to the leveling system. Each check-in, rating, and even interacting with other users' content can contribute to the user's point accumulation and progression through the levels. This subtle Points system reinforces positive behavior and incentivizes users to be active members of the Untappd community.

Streaks

Untappd does not have a formal "streak" feature for consecutive days of checking in. However, the app does encourage regular usage through other mechanisms, such as badges that reward users for checking in beers within a specific timeframe (e.g., "National Beer Day"). While not a direct Streak mechanic, these time-bound badges create a similar effect, motivating users to return to the app frequently.

Leaderboards

Untappd doesn't have a global Leaderboard displaying top users. However, the app fosters competition and social interaction through localized and personalized comparisons. Users can see how they rank among their friends in terms of beers checked in and badges earned. This friendly competition encourages users to be more active and engaged within their social circles on the platform. The perceived social status within their friend group can be a powerful motivator.

Progress Bars

The Progress Bar concept is subtly implemented in Untappd. Users can visually track their progress towards earning specific badges. This visual representation of progress provides a clear goal and encourages users to continue engaging with the app until they achieve the desired badge.

Rewards

Untappd offers various Rewards, both tangible and intangible. The primary reward is the sense of accomplishment and recognition earned through badges and leveling up. However, Untappd also partners with breweries and venues to offer discounts and promotions to users who have achieved specific badges or reached certain levels. This adds a real-world value to the in-app achievements, further incentivizing user engagement.

Challenges

Untappd occasionally introduces themed Challenges, often tied to specific events or holidays. These challenges encourage users to explore new beer styles, visit specific breweries, or complete other themed tasks within a limited time frame. Completing these challenges unlocks exclusive badges and rewards, further driving engagement and exploration of the platform.

Impact on Engagement and Retention

Untappd's strategic use of gamification has a significant positive impact on user engagement and retention. The game mechanics make the act of simply logging beers more enjoyable and rewarding. The sense of accomplishment derived from earning badges, leveling up, and competing with friends encourages users to return to the app regularly.

Specifically, gamification impacts the following metrics:

• Increased App Usage: The desire to earn badges and level up drives users to check in beers more frequently, leading to increased app usage.
• Improved Retention: The continuous stream of goals and rewards provided by the gamification elements keeps users engaged over the long term, reducing churn.
• Enhanced Exploration: Badges that require exploring different beer styles, breweries, and venues encourage users to discover new aspects of the platform and expand their beer knowledge.
• Stronger Community: Leaderboards (local and friend-based) and the ability to share achievements with friends foster a sense of community and friendly competition, further increasing engagement.

Adding Value to Users

Untappd's gamification strategy doesn't just benefit the app; it also adds significant value to its users. Here's how:

• Discovery: Gamification encourages users to explore a wider range of beers and breweries, leading to a more diverse and enriching beer-drinking experience.
• Knowledge: The badge descriptions and beer ratings provide users with valuable information about different beer styles, breweries, and flavors.
• Social Connection: The social features and leaderboard components foster a sense of community and allow users to connect with like-minded individuals.
• Personalization: The app learns user preferences through their check-ins and ratings, providing personalized recommendations and suggestions.
• Real-World Rewards: The partnerships with breweries and venues offer users tangible benefits, such as discounts and promotions.

Lessons for Startup Founders, Product Managers, and Designers

Untappd's success offers several key lessons for startup founders, product managers, and designers looking to incorporate gamification into their own products:

• Understand Your Audience: Gamification should be tailored to the specific interests and motivations of your target audience. Untappd's focus on beer enthusiasts is reflected in its badge themes and rewards.
• Align Gamification with Core Functionality: Gamification should enhance, not distract from, the core value proposition of your product. Untappd seamlessly integrates gamification into the beer-logging process.
• Provide Clear Goals and Rewards: Users need to understand what they need to do to earn rewards and what those rewards are. Untappd's badges and levels provide clear goals and a sense of progression.
• Foster Social Interaction: Gamification can be used to encourage users to connect with each other and build a sense of community. Untappd's leaderboard and social sharing features are good examples of this.
• Iterate and Optimize: Gamification is not a one-size-fits-all solution. Continuously monitor user behavior and adjust your gamification strategy based on feedback and data.
• Don't Overdo It: Gamification should be subtle and engaging, not overwhelming or manipulative. Untappd strikes a good balance between rewarding users and avoiding excessive game mechanics.

Conclusion

Untappd's success demonstrates the power of gamification to drive user engagement, improve retention, and add value to users. By understanding the principles of game design and tailoring them to the specific needs and interests of their target audience, startup founders, product managers, and designers can create products that are not only functional but also fun and rewarding to use.