Historically, mailing lists have been the preferred means for coordinating development and user support activities. With the emergence and popularity growth of social Q&A sites such as the StackExchange network (e.g., StackOverflow), this is beginning to change. Such sites offer different sociotechnical incentives to their participants than mailing lists do, e.g., rich web environments to store and manage content collaboratively, or a place to showcase their knowledge and expertise more visibly to peers or potential recruiters. A key difference between StackExchange and mailing lists is gamification, i.e., StackExchange participants compete to obtain reputation points and badges. Using a case study of R, a popular data analysis software, in this paper we investigate how mailing list participation has evolved since the launch of StackExchange. Our main contribution is assembling a joint data set from the two sources, in which participants in both the r-help mailing list and StackExchange are identifiable. This allows for linking their activities across the two resources and also over time. With this data set we found that user support activities are showing a strong shift away from r-help. In particular, mailing list experts are migrating to StackExchange, where their behaviour is different. First, participants active both on r-help and on StackExchange are more active than those who focus exclusively on only one of the two. Second, they provide faster answers on StackExchange than on r-help, suggesting they are motivated by the gamified environment. To our knowledge, our study is the first to directly chart the changes in behaviour of specific contributors as they migrate into gamified environments, and has important implications for knowledge management in software engineering.