The 31 Core Gamification Techniques (Part 4: Investment & Customization)

In the first three parts of this series, we explored mechanics that make progress visible, turn solo activities social, and create lasting engagement patterns. Again and again, my UX research has shown that these are some of the most fun and desirable features a product can have.

These techniques power many of today’s most successful products. But even perfect implementation of these mechanics can fail if users don’t feel personally connected to your product.

This is where investment and customization mechanics come in. These seven techniques transform generic experiences into personal ones. Spotify doesn’t just play music; it becomes your library, shaped by your tastes. Notion isn’t just a workspace; it’s your workspace, customized to your needs. Fortnite’s default characters are forgotten as soon as players create their unique combinations of skins and accessories.

These techniques are subtle. They rarely drive the kind of immediate engagement that social features or streaks create. But they build something more valuable: emotional investment. When users invest time in customization, craft personal spaces, or unlock content that matters to them, they make your product their own.

This final part of our series examines the mechanics that create lasting personal connection. Unlike other gamification techniques that push users to act, these create natural pull. They don’t just answer “What should I do next?” They answer “Why should I care?”

Let’s look at how to build features worth investing in.

25. Character Customization

What it is: Features that let users create and modify their digital representation. This includes avatars, profiles, and any visual elements that represent the user within your product.

Why it works: People invest in representations of themselves. A customized character or profile feels more personal than a generic one. This investment creates emotional attachment and makes interactions feel more authentic.

Best uses: Customization shines in social platforms, games, and anywhere users interact with others. It’s particularly powerful when personalization affects how others perceive you.

Watch out for: Customization fails when the avatar itself feels pointless and out of place. Avoid systems where personalization has no impact on the actual experience.

Warning Signs:

• Users skip customization entirely
• Changes feel meaningless in actual use
• Options overwhelm new users
• Customization creates technical issues

Instead, make customization meaningful. Roblox succeeds because custom characters affect both social status and gameplay. A simple profile picture editor won’t create the same investment.

Real world example: Snapchat’s Bitmoji system works because personalized avatars enhance the core messaging experience. Users see themselves in their digital representation.

26. Virtual Currencies

What it is: Internal economies that let users earn and spend on things they value. Unlike simple points, currencies create genuine choices about resource allocation.

Why it works: Virtual currencies make digital goods feel more real. The ability to earn and choose how to spend creates investment in the system. Decisions about spending feel meaningful.

Best uses: Currencies work best when there are multiple valuable ways to spend them. They’re ideal for platforms with robust customization options or meaningful unlockable content.

Watch out for: Economies that feels unfair or spending options that feel worthless. Avoid systems where earning is too difficult or rewards aren’t worth the effort.

Warning Signs:

• Users hoard currency instead of spending
• Economy becomes confusing to track
• Currency feels worthless over time
• Users resent monetization pressure

The real work is not in inventing ways to earn and spend, it’s designing balanced economics. Reddit’s coin system works because both earning and spending feel worthwhile. Users can support content they value.

Real world example: Starbucks Stars succeed by offering clear value and multiple redemption options. The currency feels real because it connects to tangible rewards.

27. Power-ups/Boosters

What it is: Temporary or permanent enhancements that users can collect and activate. These provide both immediate benefits and long-term collection value.

Why it works: Power-ups create meaningful choices about resource use. When to save versus when to activate becomes a engaging strategic decision. Collection builds investment over time.

Best uses: Boosters work well in systems where temporary advantages matter. They’re perfect for learning apps, productivity tools, and platforms with clear performance metrics.

Watch out for: Power-ups fail when they create unfair advantages or feel required for basic functionality. Avoid systems where boosters become pay-to-win mechanics.

Warning Signs:

• Users can’t succeed without boosters
• Power-up effects feel insignificant
• Usage patterns show hoarding
• Core experience feels incomplete

Always remember that boosters are optional enhancements. Duolingo’s power-ups add fun without being necessary for learning. They enhance rather than gate the core experience.

Real world example: Calm’s selection of sleep stories and meditation boosters works because each option adds genuine value while remaining optional.

28. Unlock Systems

What it is: Progressive access to features, content, or capabilities based on user achievement or investment. Unlike simple levels, unlocks provide tangible new possibilities.

Why it works: Unlock systems create clear progression while building investment. Each unlock expands possibilities and creates anticipation for what’s next. The journey feels meaningful.

Best uses: Unlock systems excel in complex products that might overwhelm new users. They’re perfect for creativity tools, learning platforms, and feature-rich applications.

Watch out for: Unlocks frustrate when they feel like arbitrary gates rather than natural progression. Avoid blocking essential features or creating too much early restriction.

Warning Signs:

• Users get stuck at specific unlock points
• Content gates create frustration
• Unlocks feel arbitrary or meaningless
• Users rush through early content

Unlocks are meant to present meaningful progression. Notion’s template system works because each unlock adds genuine capability while teaching product mastery.

Real world example: Finch’s successive presentation of various stores and characters introduce features progressively, letting users master basics without being overwhelmed. The progression feels natural rather than restrictive.

29. Narrative Progression

What it is: Story elements that give meaning to user actions and progress. Unlike simple achievement tracking, narrative progression creates context and emotional investment.

Why it works: We humans are hard-wired to reframe everything we do into narratives. Stories transform abstract advancement into a journey worth completing. Characters and plot create emotional connection.

Best uses: Narrative elements work best when they enhance rather than interrupt core activities. They’re ideal for education apps, fitness platforms, and long-term engagement products.

Watch out for: Narrative fails when it feels forced or gets in the way. Avoid story elements that create friction or make simple tasks feel overblown.

Warning Signs:

• Users skip through story content
• Narrative interrupts core activities
• Users can’t follow the plot

The key is subtle enhancement. Zombies, Run! uses narrative to make running more engaging without disrupting the actual exercise.

Real world example: Duolingo’s characters succeed by adding personality to learning without overshadowing it. The story serves the core experience.

30. Quests/Missions

What it is: Optional challenges that create structured paths through your product’s paths and features. Unlike tutorials or forced progression, quests let users choose when and how to engage with new possibilities.

Why it works: Quests provide direction without pressure. They give users clear next steps while maintaining autonomy. Each completed quest represents genuine choice and achievement rather than following a predefined path.

Best uses: Quest systems work well in products where users need inspiration or guidance but shouldn’t feel forced. They’re perfect for creativity tools, learning platforms, and apps where different users have different goals.

Watch out for: Quests fail when they feel like mandatory homework or interrupt natural usage. Avoid creating tasks that feel like arbitrary checklists rather than meaningful challenges.

Warning Signs:

• Users ignore optional quests completely
• Quest completion feels like busywork
• Tasks interrupt natural usage patterns
• Users find missions too difficult for their skill level

Always make sure your quests are genuinely optional. Pokemon Go’s research tasks succeed because they enhance regular gameplay without demanding it. Users complete them at their own pace while playing normally.

Real world example: Fitbit’s adventures succeed by turning regular walking into optional exploration. Users can follow virtual trails through Yosemite or the New York City Marathon course, completing them over days or weeks while maintaining their normal routines.

31. Commitment Contracts

What it is: Features that let users make formal commitments to their goals. Unlike simple goal setting, contracts create clear accountability and stakes.

Why it works: Formal commitments tap into our desire for consistency. Breaking a contract feels more significant than missing a goal. The ceremony of commitment creates investment.

Best uses: Contracts work best for significant goals where accountability aids success. They’re ideal for health apps, learning platforms, and behavior change products.

Watch out for: Contracts make no sense if stakes feel artificial or the commitment feels forced. Avoid creating pressure that drives anxiety rather than motivation.

Warning Signs:

• Users avoid making commitments
• Contract breaking becomes common
• A/B testing reveals commitments are not impacting behavior
• Users game contract requirements

A user should be glad to commit, and feel doing so is their choice. Strava’s training plans work because users choose their commitment level. The contract supports rather than demands.

Real world example: Noom’s program succeeds by combining commitment contracts with coaching and support. The commitment feels meaningful rather than punitive.

Pattern Combinations: Investment & Customization

Investment mechanics work best when combined to create meaningful personalization that deepens over time:

Character Customization + Unlock Systems

Combine these when you want personalization to feel earned rather than arbitrary. Customization creates investment while unlocks make each option meaningful. This makes personalization part of the user’s journey.

Virtual Currency + Power-ups

Pair these when you want to give users meaningful choice in their experience. Currency creates resource management while power-ups provide tactical options. This makes investment feel strategic rather than cosmetic.

Narrative Progression + Quests

Combine these when you want to give purpose to exploration. Narrative provides context while quests create concrete goals. This makes discovery feel meaningful rather than aimless.

Commitment Contracts + Unlock Systems

This combination works when you want to reward meaningful engagement. Contracts create clear goals while unlocks provide tangible benefits. This makes investment feel reciprocal.

And bringing us full circle to Progress mechanics:

Character Customization + Progress Bars

Pair these when you want to make advancement feel personal. Progress shows the way forward while customization makes that journey unique to each user.

What Comes Next?

These seven investment and customization techniques might seem less flashy than social features or engagement loops. They rarely drive viral growth or create immediate engagement spikes. But they create something more valuable: genuine connection to your product.

Look at any app that’s been on your phone for more than a year. You probably have it because it feels like yours. Maybe it’s a customized workspace, a carefully curated library, or an avatar that feels like you. These features create the kind of investment that metrics struggle to capture.

Across this series, we’ve examined 31 core gamification techniques. Each has power to transform products when implemented thoughtfully. But the real magic happens when they work together. Progress mechanics create clear advancement. Social features build community. Engagement loops establish habits. Investment mechanics make it personal.

The best products don’t just bolt on gamification features. They weave these techniques into their core experience. They use them to enhance what users already want to do. They create engagement worth maintaining, habits worth building, and experiences worth personalizing.

Found this series useful? Consider giving it a few claps to help others find it too. And if you’re building something with these techniques, I’d love to hear about it in the comments.

Want to read this series from the beginning? Start here: Part 1 Progress and Achievement.

Sam Liberty is a gamification expert, game designer, and consultant. He teaches game design at Northeastern University and was formerly Lead Game Designer at Sidekick Health. His clients include The World Bank, Click Therapeutics, and DARPA.