How We're Gamifying Community From Day One
Building hype before launch isn’t about flashy trailers or one-off announcements—it’s about bringing players together and creating spaces for them to share in their passions. The most successful live-service games, multiplayer titles, and even cozy single-player projects all have one thing in common: an engaged, enthusiastic community that starts early and grows often.
That’s why at Clique Games, we don’t treat Discord like a launch accessory; it's part of the development cycle from the start. For Clonk—our newest signed game currently in development and available to wishlist on the Meta Store—we’re taking our community-building playbook to the next level with something brand new: a full-blown Discord Rewards Program.
Think of it as a loyalty system, community builder, and organic hype machine built right into the Discord server.
“We’ve always built game communities early, but with Clonk, we’re turning it into a game itself,” says Justin La Torre, Games Marketing Manager at Clique. “For players who engage early and contribute often, the rewards start before the game even hits full release.”
How the Rewards Program Works
The Clonk Discord Rewards Program is built on a hybrid system using Mee6 (for chat-based XP) and manual validation of ambassador tasks like sharing trailers, creating content, or inviting friends. XP unlocks level roles and in-game rewards.
Level Highlights:
Soft Clay (Level 5): Beta Tester Access
Kiln Rookie (Level 15): Exclusive Cosmetic
Sculptor (Level 35): Private Dev Q&A Access
Mold Master (Level 50): Another Exclusive Cosmetic
Ambassador Tasks:
Share the trailer → 500xp
Post a short-form video → 1500xp
Post a long-form video → 5000xp
Livestream Clonk → 3000xp
Invite a friend or leave feedback → 1000xp
Task submissions go to our community manager, via DM on Discord.
Community Goals = Group Wins
It’s not just about individual progress. Every level earned helps the entire server unlock shared milestones:
250 levels: Early build footage
750 levels: Dev livestream + Q&A
1,500 levels: Vote on a new skin or map
3,000 levels: Secret test map access
5,000 levels: Free cosmetic for all testers
This turns progression into a cooperative experience, encouraging members to lift each other up, not just grind solo.
Why We Build Communities Before the Game Launches
If you're waiting a few weeks before launch day to start building a community, you're already behind. One of the biggest mistakes developers make is treating community building as a post-launch checkbox.
For us, Discord isn’t a billboard—it’s the lobby before the game even exists. It’s where:
Members get invested early
Developers hear what matters before it’s too late
Word-of-mouth starts naturally
Trust is built through presence and participation
If someone has spent weeks chatting in the server, completing tasks, unlocking roles, and shaping the tone of the community, that person is already emotionally invested—and far more likely to support the game long term.
We’ve seen this across every title we’ve supported. The games with the strongest launches are the ones with players who already feel like they’re part of something.
More Than a Channel—It’s a Culture
A great Discord isn’t built on announcements and patch notes. It’s built on:
Early involvement: Let members vote, shape cosmetics, and test ideas
Visible contribution: Roles, badges, and cosmetics as status symbols
Two-way communication: Devs who listen, players who feel heard
Shared goals: Like Clonk’s XP milestones, where everyone wins
This kind of community-first design doesn’t just build hype. It builds longevity. And in a space where attention spans are short and competition is high, that’s what keeps a game thriving.
For a full breakdown of how we approach Discord infrastructure, check out our setup guide and community playbook for VR devs.
Building Alongside the Community
Everything we’re doing with Clonk—from the rewards system to early Q&As and milestone unlocks—is part of an ongoing experiment in how to better involve players before a game launches. It’s something we’ve iterated on across multiple titles, and we’re continuing to learn what gets people excited, what builds trust, and what actually lasts.
If any of this sparks ideas for your own project, we’ve shared more in our Discord community guide and case studies. The more we talk openly about these systems, the better the whole space gets.
And if Clonk sounds like your kind of chaos, jump into the Clonk server, start leveling up, and help shape what’s next.
We’ll see you in the kiln.
