Case Study: Call of Duty Elite

4 Posted by - January 22, 2013 - Case Studies, Community Platforms, Featured On Homepage

Clan HQ

While most of Call of Duty Elite focuses on offering tools and data to individual players, one of the more community-focused areas of the service is the Clan HQ. This section gives players incentive to work together, and maybe earn some in-game prizes along the way.
Here, users can start or join an in-game clan, and these clans let players band together under a common banner to compete with others and earn in-game rewards for Black Ops II or Modern Warfare 3. (These rewards include cosmetic backgrounds and emblems, and well as temporary perks that grant double XP.)

This particular aspect of Call of Duty Elite helps grow and nurture the Call of Duty community, as it encourages players to cooperate and play with each other to work towards a common goal. In many online shooters, players will organize clans on their own, but Call of Duty Elite further incentivizes this behavior by offering a standardized stat tracking service and some tangible rewards for contributing to a clan.

The Clan functionality on Call of Duty Elite promises to instill a sense of camaraderie among the Call of Duty player base, as it urges players to work together to complete the game’s online competitions (discussed below). Unfortunately, the clan hubs don’t offer much in terms of flexibility or communication. Clan leaders can edit the “Message of the Day” that appears at the top of the page, and users can add comments below the clan hub, but there’s no easy way to talk to the whole clan or coordinate live events.


Whether players are in a clan or prefer to play on their own, Call of Duty Elite’s Competitions page lets players compete against the worldwide Call of Duty community to accomplish time-specific goals and objectives.
For instance, Call of Duty Elite might launch a challenge to see which clan can accumulate the most headshots in seven days. Interested clans can then elect to participate in this competition and work together in hopes of winning some Clan XP to earn more in-game rewards. (For Modern Warfare 3, some competitions are restricted to Premium Members only.)

This section stacks another layer of competition onto the existing Call of Duty meta-game, and encourages players to pay attention to how they compare to their opponents around the world. It helps give the game a greater sense of community, as players from around the world need to band together to finish these competitions before the timer reaches zero. And since new competitions are regularly added to the system, players are more likely to keep playing the game, as they’ll want to see what competitions go live week after week.


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