The Bartle Test & Loyalty Programs: What Kind of Customer Are You?

Richard Bartle is a British writer, professor, and game researcher who played a key role in shaping Massively Multiplayer Online (MMO) games. He’s best known for inspiring the Bartle Test, an online quiz that sorts gamers into four personality types:

• Achievers (♦ Diamonds) – Goal-oriented players who love earning points, levels, and rewards.

• Explorers (♠ Spades) – Curious adventurers who enjoy uncovering secrets and learning the game’s mechanics.

• Socializers (♥ Hearts) – People-focused players who use games as a way to connect with others.

• Killers (♣ Clubs) – Competitive types who thrive on winning and seeing others lose.

Lucky for us, these four types line up perfectly with the suits in a deck of cards! And, just like in gaming, these personality types also show up in loyalty and engagement programs.

Let’s break it down.

♦ Achievers: The Points Hoarders

Achievers love accumulating rewards. They’re the ones tracking every possible way to earn points, from PC Optimum offers at Shoppers Drug Mart to WestJet Rewards Status Tiers. These customers aren’t just playing—they’re winning.

For an Achiever, the thrill isn’t just in earning points; it’s in maximizing them. A perfect example? The double-dip move—using a Triangle Mastercard for extra Canadian Tire Money or stacking PC Optimum personalized offers with bonus redemption days for maximum value. And if a triple dip happens (hello, Scene+ bonus promos at Sobeys), it’s like hitting the jackpot.

Achievers love status. They want to see their name on leaderboards, be recognized in forums, and show off their elite membership tiers. They also seek validation from ♥ Socializers, who acknowledge their dedication.

How to Keep Achievers Engaged?

• Offer bonus points events (like 20x the Points Days at Shoppers Drug Mart).

• Introduce leaderboards or milestones (PC Optimum Insiders program, Aeroplan Elite Status).

• Give them exclusive, hard-to-get perks (WestJet Lounge access, RBC Avion VIP experiences).

♠ Explorers: The Rule Readers & Hack Seekers

Explorers dig deep. They love discovering the best tricks, loopholes, and hidden rewards in a game—or a loyalty program. They’re the ones who find a crazy Air Miles multiplier promo that turns everyday shopping into free travel.

They don’t just collect points—they analyze the best redemption values. Whether it’s optimizing Amex Membership Rewards transfers to Aeroplan or stretching Avion points for business-class flights, Explorers love hunting for hidden value.

Explorers hate restrictions. When loyalty programs add expiry dates or redemption limits, these customers push back the hardest.

How to Keep Explorers Engaged?

• Offer hidden perks (Amex’s Transfer Bonus events, RBC’s Payback with Points feature).

• Create exclusive redemptions (WestJet’s Member Exclusive fares, Scene+ VIP travel experiences).

• Provide insider access (early access to bonus events, invite-only travel perks).

♥ Socializers: The Community Builders

Socializers aren’t in it for the points—they’re in it for the people. They love referring friends to loyalty programs, talking about their rewards strategies, and sharing travel hacks on Facebook groups and Reddit.

For Socializers, the best loyalty programs are the ones that connect them with others. They love earning bonus rewards for referring friends (like Neo Financial’s referral bonuses), engaging in loyalty forums and Discord chats, and sharing their big wins on FlyerTalk and Reddit’s churning community.

They also thrive on social shopping—programs like Rakuten or Drop, where they can earn cash back alongside friends.

How to Keep Socializers Engaged?

• Add referral bonuses (Scene+ friend referrals, Neo Financial’s signup bonuses).

• Build community-driven programs (like Aeroplan’s Everyday Status Qualification).

• Integrate social media challenges (Air Miles Shop The Block, Tim Hortons Roll Up To Win with team play).

♣ Killers: The Competitors

Killers don’t just want to win—they want others to lose. They’re drawn to auctions, bidding wars, and time-sensitive deals where they can outmaneuver others.

They thrive in eBay-style point auctions (like the old Air Miles Dream Rewards auctions) or flash sales where only the fastest customers score a deal (think Aeroplan’s discounted flight redemptions).

Killers also love contests where they can influence the outcome, like social media voting contests or programs where only a limited number of people win.

How to Keep Killers Engaged?

• Offer point auctions or limited-time offers (Aeroplan eStore’s Black Friday deals).

• Add gamified contests (Tim Hortons Roll Up To Win, McDonald’s Monopoly).

• Create winner-takes-all competitions (e.g., “First 100 to register get an exclusive reward”).

So, What’s the Takeaway?

Loyalty programs work best when they cater to all four player types.

• Achievers (♦) want status and milestone rewards.

• Explorers (♠) want hidden perks and exclusive redemptions.

• Socializers (♥) want community engagement and referral bonuses.

• Killers (♣) want competition, exclusivity, and leaderboards.

By designing loyalty programs with all these motivators in mind, brands can keep every type of customer engaged.

So… which one are you?

Updated: March 2025