Jumping into Upland it is immediately clear that one of the biggest thrills is the community vibes. In fact, most of the quests within the platform involve other community members. I am a particular fan of helping players to build homes on their properties.
Perhaps, it is the context of a wider housing crisis facing millions that makes easily building virtual homes so appealing. To learn more about this vibrant community we sat down to speak with David Paskett, Head of Community at Upland.
David is a gamer by trade and profession. His background permits him to give up to date commentary on all things gaming. In our conversation he provided some thought provoking insights into the integration of social elements of online games.
For Paskett, social elements are no longer a feature but a necessary component in all game design. How else do you keep players coming back again and again?
“I think we are built for the social aspect of gaming more than any other game. Getting to know the community, getting to know the different players and actors in the community and then communicating with them, is key.”
The way we play games has evolved from simple pastimes to complex social experiences that require a thoughtful approach to game design.
Unlike transient interactions typical in games like Fortnite or Call of Duty, Upland fosters lasting connections between players, even going so far as creating in real life opportunities for meeting up at Genesis Week later this month.
In the Upland Metaverse players aren’t just competitors but also neighbors, partners, and creators in a self-sustaining ecosystem. This shift in design philosophy from competition to community represents a fascinating change in how we use virtual spaces for gaming.
Throughout our conversation David mentions the three C’s at the core of Upland’s community: communication, collaboration, and consequences. This trifecta has been essential in building a self-governing ecosystem where players are accountable for their actions.
The value of In-Game Ownership
The game cleverly balances anonymity with visibility, allowing pseudonymous identities while ensuring that actions and reputations within the game are visible to all. This approach has shown that when players have ownership and stakes in the game, it promotes a respectful community and reduces toxic behavior.
“Originally all of our communication was on discord or twitter. There’s anonymity there but what we’ve noticed is, as we bring these players in game the negativity and trolling dissipates. If you have ownership it matters now how you present yourself.”
When players feel they have a tangible stake in the game, they are more likely to contribute positively and take care of their virtual assets. This sense of responsibility and pride in ownership translates to a more constructive gaming experience.
“When people have ownership over something, they tend to take care of it.”
Paskett rightly points out that ‘engagement farming’ in social media is often used to provoke and polarize users. In contrast, Upland uses engagement to foster genuine discourse and positive player interaction. This strategy not only improves the game experience but also serves as a model for other social platforms struggling with toxicity.
The gaming industry has witnessed the pitfalls of overpromising and under delivering in product launches. Upland, as a live service game, emphasizes ongoing support and development, thus maintaining a transparent relationship with its player base.
Upland shows that when games are designed with social engagement at their core, they transcend the usual scope for player to player relationships and also encourage positive overall engagement between users.
Game designers and community managers alike can take a page from Upland’s playbook, recognizing that the future of all online gaming is inherently social.
