Crowdsourcing innovation and product development: Gamification as a motivational driver

Crowdsourcing—outsourcing a job to external contributors through an open call—has become an important part of innovation process and product development. However, many crowdsourcing initiatives fail due to low engagement and participation. In the current paper, we aim to explore how companies can employ gamification—game elements and design techniques—to motivate contributions to a crowdsourcing project. Based on an exploratory case study of Threadless, a web-based apparel store, we propose implications that can assist companies in leveraging global capabilities for new product development. Threadless employs game thinking through a wide array of game elements and game mechanics including challenges, achievements, countdowns, discovery, points, reward schedules, and status. Our analysis shows that consumers are fun seekers. They will carry out activities without expecting anything in return, if they perceive it as being fun. Moreover, companies should openly acknowledge consumers’ contributions and give them recognition by using flexible reward system, statuses, and challenges. Despite the importance of extrinsic rewards, it is also essential to realize that intrinsic factors are crucial for maintaining consumers’ continued engagement and therefore we strongly recommend companies to build a strong virtual brand community around their crowdsourcing projects.