Play with Purpose
“People started opening up when they realised there were no wrong answers. It was a game, but it was real too.”
Gamification isn’t a silver bullet, but it is a powerful tool in the wider shift toward tenant-led decision-making. Tenant Satisfaction Measures (TSMs) may open the box, but it’s high-quality, innovative engagement that gets to the heart of what tenants really care about.
Traditional tenant engagement often feels like ticking a box. Formal, one-sided, and designed more to satisfy policy than spark real dialogue. Gamification offers a different route in. By using playful mechanics grounded in behavioural science, we can invite people in, not just as consultees, but as co-creators.
When done well, gamification can:
- Encourage inclusivity. Well-designed activities don’t rely on technical jargon or digital skills. Everyone can contribute, regardless of age, language, or confidence.
- Drive motivation. Play isn’t just fun, it’s deeply human. It taps into our natural drive to explore, connect, and make progress.
- Support complexity. Good games simulate real-world trade-offs. Participants weigh options, imagine scenarios, and make informed decisions.
- Promote psychological safety. Play creates a ‘magic circle’ where it’s okay to experiment, be honest, and even get it wrong. That’s often where breakthroughs happen.
In Game of Homes, for instance, teams take on challenges, design and draw, and gain points for promising ideas. It’s structured, but energising. The ideas generated don’t stay on the flipchart; they shape future services, policies, and relationships.
Because if you change the format and environment, you change the conversation.
Inside the Game
“I just wanted to take a moment to thank you both for such an incredible, informative, and productive day. It was not only a great opportunity to collaborate, but also a fantastic learning experience – hearing everyone’s insights and perspectives was truly valuable"
Game of Homes is a one-day, in-person workshop designed for up to 15 participants in a spacious meeting room. Led by accredited facilitators, the session is structured yet flexible and designed to unlock creativity, foster collaboration, and deliver actionable outcomes around a real housing challenge.
Here’s some of the discussions that take place throughout the day.
Goal Setting – Before the event, we meet with the hosting organisation to understand the issue at hand and define a clear goal for the session.
Icebreaker & Ground Rules – The day kicks off with a warm welcome. The facilitator introduces the game, sets expectations, and reinforces psychological safety. No wrong answers just shared problem-solving.
The Dream – Imagine success. What does the world look like if we solve this problem brilliantly? This creates a positive frame for creative thinking
Creativity Session – Now it’s time to generate ideas. If things stall, we use “Wild Cards” to spark momentum. Post-it notes are clustered and sorted using our custom-made Ideas Board.
Three is the Magic Number – Through discussion or voting, the group narrows down to three ideas to take forward. Consensus is key.
Equality Impact – Using specially designed “In Their Shoes” cards, we test the ideas for inclusion and impact on different communities.
Reflections & Thanks – The day ends with a reflection round, sharing key takeaways, and an open invitation to continue the conversation.
There’s a lot of fun generated by the participants. But it’s also focused. Every part of the game has a purpose: to build trust, hear every voice, and turn good intentions into better outcomes.
You can read about real life case studies on our website.
Topics are varied, the game can be used to address issues like anti-social behaviour, repairs processes, or environmental priorities. Other than the structure of the day, delegates are free to participate according to how comfortable they feel. Rather than sit-and-listen, they are co-created, challenged, and collaborated. Tenants who’d never spoken in meetings before contributed actively. Housing staff gained insight into lived experience. The workshop ends with a shared sense of achievement—and a roadmap of ideas.
Game of Homes also works equally well as a colleague workshop. Whether it’s to resolve problems, design new services or provide space for building team relationships, the format and principles combine to provide great business outcomes.
Further Reading
Gamify: How Gamification Motivates People to Do Extraordinary by Brian Burke
According to Brian Burke in his book ‘Gamify’, playful elements, competitiveness and progression all help participants want to go above and beyond a transactional relationship. They start to engage on an emotional level and that is where the magic happens. We learned from Burke that people feel most motivated by engagement that offers three rewards:
– Autonomy to drive what happens next
– Ability to progress and master new knowledge and techniques
– Purpose in service of something bigger
Serious Fun, Serious Results!
Over the past year, we’ve learned that a fun activity alone isn’t enough. “Serious games” can help overcome the stigma that still exists around ageing and housing, according to academic researchers. Gamified engagement only works when it’s designed with intention, and with tenants. Gamified approaches align powerfully with sector priorities such as consumer regulation, tenancy satisfaction measures, complaints including to Housing Ombudsman and Together with Tenants.
Another of the experts we talked with was Professor Vikki McCall, of the University of Stirling’s Faculty of Social Sciences. She helped us to think about the benefits of gamification. Here’s some of our principles for success:
- Co-design, don’t impose. Involve tenants from the outset. The game should reflect their reality – not management’s assumptions.
- Define the goal or purpose. Are you looking to gather fresh ideas? Explore difficult trade-offs? Build consensus? The design should match the mission.
- Balance structure and spontaneity. Give yourself plenty of time, don’t rush. Clear rules and formats help but always leave space for improvisation and imagination.
- Prioritise psychological safety. Avoid anything that risks embarrassment, exclusion, or power imbalance. The environment must feel safe for all voices to be heard.
And avoid the common pitfalls:
- Too much competition can backfire. While a little challenge helps, the real magic is in collaboration.
- Be aware of hidden barriers. Cultural assumptions, neurodivergent responses, and accessibility issues can undermine even the best intentions.
- Make sure outcomes matter. If ideas are collected but ignored, trust evaporates.
With creativity and care, gamification can meet these standards—and help turn tenant engagement into something tenants want to take part in.
What's next?
In July 2025, the Government announced its intention for a Resident Experience Innovation Fund to support social landlords, tenants and other organisations to scale up innovative projects that aim to deliver better outcomes for social tenants.
To make that shift, we need to foster cultures of experimentation where innovative approaches are encouraged. Testing, learning, and even failing are seen as acceptable steps toward meaningful innovation.
It’s time to reframe tenant engagement. Not as a compliance exercise, but as a creative opportunity: a way to rethink power, build trust, and co-create better places to live.
Serious Fun, Serious Results!
