Community is driven by providing value

Now more than ever, as budgets tighten and marketing teams shrink through layoffs it becomes paramount to invest in your games community. I have a phrase I use with my clients, “community first”. It isn’t just a strategy—it’s a dedication to creating real value for players, rooted in meeting core human needs. Inspired by Maslow’s Hierarchy of Needs, my team and I look at community engagement through the lens of value that meets players’ psychological and social needs, creating lasting connections beyond the game itself.

Here are some key ways we’re seeing value delivered in successful game communities without having to burden the dev team for new announcements or assets:

🎥 Content that stirs emotions and excites: Healthy debate/drama, discussion that spurs speculation, and empathy for players, not only empower community members but also fosters a sense of belonging and tribalism.

💬 Genuine engagement: AMAs, dev profiles, sharing gaming moments, and direct authentic social interactions allow players to understand that we are fans too, fulfilling their social and belongingness needs by building mutual respect between players and developers.

🏆 Recognition and rewards: Leaderboards, prizes, player-driven moderation, and organized events give players opportunities for achievement and recognition, further satisfying the need for esteem and a sense of accomplishment.

When marketing budgets are tight, a community-focused approach means going beyond gameplay to serve psychological needs—belonging, recognition, and growth. When communities find genuine value, they keep coming back—not because they have to, but because it’s where they feel at home.