Affinity case study: Gaming, gore, fans, and more

People often say: Do what you love and the money will come. James Silva enjoyed computer games but worked as a dishwasher to pay the bills. However, in 2007 after combining his love of gaming with his experience as a dishwasher, he was catapulted to fame as a celebrated independent game developer.


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The co-winner of Microsoft’s Dream Build Play competition, Silva was awarded a contract to publish his game “The Dishwasher: Dead Samurai” on Xbox LIVE® Arcade. That 2007 effort garnered him national recognition as “a one-man game maker” (Barbara Ortutay, Associated Press), “the most buzzed-about indie game developer of the moment” (Jason Killingsworth, Paste Magazine), and “the poster boy of Microsoft’s efforts to ‘democratize game development’” (Chris Kohler, wired.com).

Silva has since relocated from his small Utica, NY, space to a larger Schenectady, NY, location that accommodates his growing team that’s helped promote his April 2011 follow-up release, “The Dishwasher: Vampire Smile” for Xbox 360®. While this release continues to please fans and critics alike, Silva’s games aren’t for everyone – “Vampire Smile” is rated Mature 17+ for “Blood and Gore” and “Violence” – and that’s the point. His work appeals to a niche market where he has gone deep and narrow, building on his original story line to bring his fans more of what they loved in “Dead Samurai.”

Affinity group communications: Facebook posting tips

I administer or co-administer a number of institutional Facebook pages and groups, each targeting a different affinity group. Deciding when to post is always an issue. Ideally, one wants to post the right content at the right time to maximize communication and community-building within each constituent group.

"What is affinity?": Networking event brings affinity to light

"I just have a quick question," said a woman as she slid into the seat next to me at a networking event. "What is affinity?"

    I replied, "Didn't you mention earlier tonight that you had a dog that passed away?"
    "Yes," she said, and began to smile a bit, pleased that I had remembered.
    "What kind of dog was it?" I asked.
    "A chocolate lab," she replied as her shoulders lifted up.
    "Are you a fan of chocolate labs or were you just into this dog?"
    "I love all dogs," she answered emphatically, her smile widening as she leaned toward me in anticipation of my next question.

Affinity groups and QR Codes: A fashion statement

Affinity groups often identify themselves through merchandise, such as a sports fan wearing a team jersey or a Star Wars® fanatic wearing a hat with the words "May the force be with you." When it comes to affinity group fashions, one organization is banking on its creative use of QR (quick response) codes.

According to an AlumniFutures.com blog article written by Andrew Gossen, Senior Director for Social Media Strategy in the Division of Alumni Affairs & Development at Cornell University, the higher education institution is manipulating QR codes to create QR code clothing for purchase by alumni returning for reunion. Reunion represents a tremendous opportunity for Cornell to capitalize on alumni affinity to the institution, as well as on numerous affinity groups within the university, and improve the bottom line with merchandise sales and other purchases related to Reunion weekend.

Affinity programs: Breaking out of the hairball

It’s easy to get caught up in formulaic activities of what those in our professions refer to as tried-and-true affinity programs. Some of us even have bosses who are keen on tossing into our inboxes that latest print piece or link or email message of a major competitor's making with the attitude of 'we need to emulate them.' There can always be a place for monitoring what our industries or fields see as best practices; however, we can't have blinders to new ideas that come with risk.

Pitching a new concept for your affinity program is hard enough; however, one must first have a boundary-poking idea to pitch and an environment in which one can do so. At a recent gathering of artists and their supporters, a community in which cutting-edge views and unique perspectives are their mainstays, I spoke about a book that addresses this issue.


Orbiting the Giant Hairball: A Corporate Fool's Guide to Surviving with Grace by Gordon MacKenzie provides concepts that can be applied to any profession. A highly entertaining and quick read, the book is filled with hand drawings on nearly every page and real-life jaw-dropping stories about how the author single-handedly changed his company by coloring outside the lines.

Affinity definition: Tribes will form around ideas, leaders

"I'll know it when I see it." These famous words have often been spoken by a number of us. Professionals and volunteers involved in affinity relations or identifying and working with affinity groups recognize that no magic formula exists to determine every affinity or affinity group. Often times, such individuals simply know it when they see it, or know when they see signs that an affinity or affinity group may possibly exist or be developing.

Yesterday's blog looked at a formal definition of affinity. Today we look at an organic concept or definition of affinity, specifically aspects of the book Tribes by Seth Godin that illustrate "I'll know it when I see it." Tribes: We Need You to Lead Us is filled with numerous real-life examples of individuals with shared affinities coming together in support of people, products, ideas, services, causes, companies, and more.

Definition of Affinity: What you don't know can hurt you

Everyone wants to belong, to feel connected to someone or something, to find a fit that leads to comfort, satisfaction, fulfillment, validation, security, convenience, passion, or more.

For years,
Marketers have sought ways to identify people who are a good fit for their causes, products, and services.
Human resources specialists have sought to attract and retain skilled and committed employees.
Leaders have sought to build-up, retain, and inspire those who follow them or support their cause or beliefs.