Moj · 2022–24
Gamification & Rewards Agency
Find what people already want to do. Then make it bigger.
Experiment 01
Two viewer experiments.
Both failed the same way.
Watch more videos, get no ads. Simple idea. But people only cared for three days, then stopped. Two years later we tried the same idea again, on a new part of the app. Same wall. So it wasn't how we built it. It was the idea itself.
Experiment 02
Same result. Different mechanic.
Same structural problem.
Game of Streaks. New reward, new place in the app, same idea underneath. Same result. No reward can fix content that isn't good enough to keep people watching. You can't build a good reward on top of a weak one.
"The best reward systems don't create motivation. They make existing motivation visible."
Experiment 03 · The one that worked
Creators already wanted to post.
We gave that weight.
Moj Trophies rewarded things creators already wanted to do: post often, keep a streak going, go viral. We didn't make them want to post. We just showed them how well they were already doing. Creator retention went from 12% to 16% in one month.
The rule
Ask one question
before you build a reward.
Is this something the person already wants to do and already controls? If yes, make it bigger. If no, fix the real problem first. The two failures weren't wasted time. They're what proved the rule was true.