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CEM

Community Producer

Surface Labels

Participation design Community trust line Social motivation Live events Moderation / safety
CEM character

Community Producer

A game should be a social space where players gain meaning through each other, and trust sustains long-term fun.

Core Traits

CEM sees a game less as a solo experience and more as "things that happen between people". They believe system fun is amplified by community, and design structures that make players aware of each other (parties, roles, trading, UGC, social goals, memes).
For CEM, the core isn't just DAU; it's relationships and trust that give players a reason to stay. In short, CEM is strong at activating the playground and scaling it into culture through participation and relationships.

CEM leans on motivation psychology: in Self-Determination Theory, relatedness is a core need. Structures that let people start together, solve together, and brag together turn play into a social promise, and that promise becomes retention and culture.
So CEM asks with every feature: does it strengthen relationships, or does it erode trust?

In practice, CEM often thinks about norms before features. The same chat or matchmaking can become warm or toxic depending on policies, reward structures, and communication design.
CEM wants growth but manages the "trust line": they know short-term stimulation can destroy the community long-term, so they treat safety and quality as part of the product.

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Core Values

North Star

A game should be a social space where players gain meaning through each other, and trust sustains long-term fun.

Situational Behavior

  • When requirements are vague, you ask what players will do together; features without social purpose become disposable quickly.
  • In technical trade-offs, you prioritize community impact: reporting, blocking, match quality, and safety are product features, not extras.
  • Under schedule pressure, you strengthen participation loops (start together, finish together, show off together) instead of adding raw content.
  • When feedback conflicts, you consider spread speed and trust damage; communication failures can hurt more than a single bug.

Operational Style

  • You treat balance as social perception; even correct numbers can feel unfair and fracture the community.
  • You ship changes with policy and communication as a set; unannounced system changes create distrust.
  • In live ops, you run moderation and safety like core infrastructure because growth without trust collapses.
  • You anticipate behaviors a feature will incentivize (good and bad) and add guardrails before culture hardens.
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Strengths

  • Structure engagement. You build reasons to stay (relationships, goals, bragging, belonging) into the system.
  • Reduce communication risk. You keep ops policy and messaging consistent so small sparks don't become major issues.
  • Shines in: live service growth, community/UGC/party-based games, event/season operations, and trust recovery periods.

Trade-offs

  • If engagement optimization goes too far, core fun can weaken. Excessive monetization or forced participation for social reasons steps on trust.
  • Toxicity/abuse costs can rise. The more social features you add, the more complex operations and policy become.

Team Chemistry

Needs Alignment: Rule Conductor (SDT)

Rule Conductor (SDT) tends to prioritize the opposite direction, so friction appears early unless goals, success criteria, and decision order are aligned first.

Representative Games

VRChat

VRChat

Roblox

Roblox

Minecraft

Minecraft

Lethal Company

Lethal Company

Among Us

Among Us

Phasmophobia

Phasmophobia

References

Work Link
Hunicke, R., LeBlanc, M., & Zubek, R. (2004). MDA: A Formal Approach to Game Design and Game Research. https://aaai.org/papers/ws04-04-001-mda-a-formal-approach-to-game-design-and-game-research/
Juul, J. (2002). The Open and the Closed: Games of Emergence and Games of Progression. https://www.jesperjuul.net/text/openandtheclosed.html
Juul (DiGRA DOI record) https://dl.digra.org/index.php/dl/article/view/214
Pacini, R., & Epstein, S. (1999). The relation of rational and experiential information processing styles to personality, basic beliefs, and the ratio-bias phenomenon. https://doi.org/10.1037/0022-3514.76.6.972
Denisova, A., et al. (2024). Towards Democratisation of Games User Research. https://doi.org/10.1145/3677108
Isbister, K., & Hodent, C. (Eds.). (2018). Game Usability: Advice from the Experts for Advancing UX Strategy and Practice in Videogames. https://global.oup.com/academic/product/game-usability-9780198794844