Online publishers are still finding answers to the question: how would people like to interact with the media?
One bold answer may come from the online gaming industry.
Badgeville, a Palo Alto-based startup, applies game mechanics and design principles to help web publishers foster community engagement. On the most basic level, this happens by rewarding users for certain behaviours --reading one hundred finance articles, for instance - with virtual badges. Badges can be sponsored, and they can even unlock special offers and discounts.
Badgeville clients Philly.com (the online arm of The Philadelphia Inquirer) and online magazine BlackBook are rolling out their Badgeville-enabled sites soon. But what will the punters say?
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