One of the core drivers behind the craze to check-in using Foursquare and not competing services was Foursquare’s use of gamification. Gamification is the practice of using game design elements to reward behavior in a non-game setting.

However, social networks caught up with location based check-ins and Foursquare’s status eroded. Its enormous popularity tapered off.

We never set out to make a ‘game’…  Points gave you a way to measure how exciting your outings were; badges were to give you a sense of accomplishment; and mayorships allowed you to compete with your friends… even we were surprised by how much people loved them.

Expertise is a function of the user’s performance within foursquare and not outside of it (the opposite of the Linkedin influencer, whose expertise is external to the Linkedin service). This should encourage users to review more places and submit more tips, making the Foursquare service valuable.

Gamification mechanics are powerful and can drive user behavior; but the behavior has to contain an intrinsic value without the game mechanics.

1. Gamification cannot drive long-term  behavioral change.

rewards should be for behaviors that have real value to the organization and the employee, not just for their own sake.

Choose the desired behaviors you want to drive carefully; make sure they have a real meaning within your organization and that they reflect corporate goals.

Content gamification works in scenarios such as restaurant reviews and knowledge collaboration systems – but it should contain an element of recognition. Rewards without recognition of someone as an expert won’t work in the long run.