The article deals with topical issues of using digital technologies to involve the active population in the promotion of urban projects at the pre-investment stage of their implementation. The purpose of the article is to analyze and prove the hypothesis about the impact of communications with gamification elements on the development of civil society. The methodology of the article includes theoretical and empirical research methods: blitz and in-depth interviews, observation, analysis, methods of digital and visual anthropology. It is proposed to focus on visualizing the future image of the territory, organizing events that attract interested citizens, leaders of the professional community and government officials, discussing proposals, opinions and wishes of citizens through various means of communication. This scientific novelty is of great practical importance, as it inspires confidence on the part of the main users of urban spaces, creates an emotional attachment to a particular place and contributes to the formation of a proactive position of citizens, including in solving environmental problems and preserving cultural heritage.