Gamification Europe 2024
PROJECTS AND PLAYERS
Monday 2nd and Tuesday 3rd December, RSA House, London, UK
Tickets available now!
Theme
Our theme for this year is PROJECTS AND PLAYERS. We're diving deep into the transformative power of gamification and its impact on users. We'll explore the latest case studies that showcase innovative strategies and their outcomes. But, more importantly, we want to hear directly from the users - your stories, experiences, and the tangible impacts gamification has brought to your life, both personal and professional.
Even if you haven't already, you will experience gamification at our event. We've got interactive exhibits, in depth workshops and masterclasses, thought leading keynotes, practical case studies and insightful panel sessions.
So join us to share and learn how gamification is reshaping engagement, learning, and productivity across industries. Let's unlock the full potential of gamification together!
Speakers
Andrzej is an award-winning gamification expert, guru and consultant. He began his journey in 2011 as an early champion in the industry, quickly establishing himself in the field. Over the years, he has written extensively about gamification, spoken about it worldwide, and consulted and developed numerous gamification projects. Once referred to as “One of the Founding Fathers of Enterprise Gamification,” Andrzej is perhaps best known for developing the widely adopted Gamification HEXAD User Types framework, to help create gamification solutions rooted in user motivations. Some may also know him for his book, Even Ninja Monkeys Like to Play (Recently re-released as The Gamification Design Handbook).
Today, while he remains semi-active in gamification, Andrzej applies his deep understanding of behaviour and behaviour change to help businesses optimise their digital commerce experiences through personalisation as Senior Digital Experience Consultant at Monetate.
Oh, he is also partial to wearing the occasional hat.
Michiel is a seasoned player in the field of gamification & game-based learning. Since running his first project (The Hunt) in 2003, he made and played over 100 different formats with thousands of people, groups, teams and companies worldwide. Ranging from serious games to escape rooms, Michiel loves to design games that use the immense power of play in the real world. He has the privilege witnessing tons of teams playing games and he loves to inspire others with what he learned from that.
Michiel:
* makes games. (serious games, business games, team games, escape rooms, kick-offs & ARG’s
* talks, inspires & advises about experience design, game-based learning, escaperoom design and gamification. (at conferences, workshops & strategic sessions with companies).
Other:
* World Experience Organization founding member
* Rise Global Top 25 Gamification Guru
* Gamfed International Gamification Federation Steering Committee Member
* Public Speaker at Gamification World Congress & Gamification Europe Conference
* International Speaker on Gamification
* Gamification Trainer at Dutch Training Professionals
* Ambassador for Mission Start - Platform for Gamification & Game Based Learning
* Facilitator of LEGO® SERIOUS PLAY® method
* Author of 'Spelen Werkt' (Playing Works) on Game-based Learning. Management book of the Year 2023
Roman Rackwitz is an internationally recognized figure in the field of gamification. He was named by Rise.Global as one of the top 10 experts worldwide.
Especially in the business and corporate context, he is known as the 'non-Skinnerian guy in Gamification'. As such, he is regularly invited to appear as an expert on television, radio and in magazines.
Co-founder of Tabi and founder of Engaginglab, the oldest Gamification consultancy in the German speaking countries.
Bernardo Letayf is an international gamification expert, trainer, and speaker with a specialty in education, Web and UX design/development with over 21 years in the industry.
Reached over 19,000 gamified experiences worldwide through his app and currently developing a new software to design player journeys. Over 450 professionals have gone through his different workshops in over 40 different industries and over 20 different countries. His app BLUERABBIT is the recipient of the first Outstanding Gamification Software award in Gamification Europe in november 2017.
Co-founder of Tabi and founder of BLUERABBIT.
Sam Liberty is a consultant in Applied Game Design, and an expert in gamification design for health. Clients include Click Therapeutics, UNICEF, International Red Cross, and The World Bank. Sam teaches Game Design at Northeastern University in Boston, and is the former Lead Game Designer at Sidekick Health.
Anand is the Co-founder of ProjectCHAKRA, which design and facilitate experiential learning experiences to support participants' inner development and inspire action for social impact and entrepreneurial leadership.
ProjectCHAKRA are global leaders in innovative education delivery, winning the Progressive Education Delivery Award at the PIEoneer Awards 2022, and their approach has been featured in Times Higher Education. ProjectCHAKRA have worked with corporates and academic institutions across the UK and India.
Prior to ProjectCHAKRA, Anand spent significant time living and working with underserved and resource-poor communities in India, notably with a social enterprise through a United Nations Development Programme role. This experience inspired the foundations of ProjectCHAKRA.
Anand is a New Entrepreneurs Foundation Fellow and is a lover of sports and podcasts!
Chantal creates games that solve organizational challenges and facilitate social innovation. Her strange combination of knowledge in leisure management, psychology and a master in busines creates out of the box solutions that change perspectives.
Chantal is Managing Consultant at E2i and is a Founding Member of the WXO - World Experience Organization.
Igoris Ryklys is Head of Digital channels in Swedbank AB (publ), Baltic Banking. In this role, he leads the bank‘s Baltic banking unit servicing customers through all digital channels in three country markets – Estonia, Latvia and Lithuania. His team is responsible for Digital business growth and digitalization activities across the organization working internally with human channels and externally with all customer segments (private and corporate).
In the past he worked in retail investment product sales, product development and customer offering units developing successful customer servicing strategies, programs and solutions. He has broad experience in banking spending past 25 years in different financial service areas.
He holds three Masters‘ degrees, two in economics from Vilnius University and Vytauto Didžiojo University, additionally one in Applied Mathematics from Vilnius University. He has been also performing as member of senior management teams in several banks.
Eva has been in the game industry for 14 years, and is an avid advocate for the player experience and deeper purpose. Early days of her career in F2P she learned the foundations of how to attract a wide audience and keep them motivated. Unsatisfied with games just for profit, Eva focuses on applied gaming and shares her knowledge as a part of Naavik, a consultancy company that runs OGRI, Open Games Research Initiative.
Luis Alberto Del Castillo is a seasoned tech entrepreneur with over 25 years of experience. He has founded five tech companies, successfully exiting two. His journey began in 1997 with Vallenato.com, Colombia's first music website, which attracted over 2 million registered users and 500,000 monthly active users. His passion for fostering high-engagement digital communities led him to specialize in social media, particularly Facebook, starting in 2006.
While living in California, Luis worked at WildFire, the first SaaS for brand contests on Facebook, which was later acquired by Google for over $500 million. He also served as editor for InsideFacebook.com, translating and expanding The Facebook Marketing Bible with Latin American business cases.
In 2010, Luis founded iWin.im, the first platform for Facebook contests in Latin America, which eventually became Superlikers. Since 2012, Superlikers has focused on using gamification to enhance engagement in corporate programs. Today, it is the leading gamification platform in Latin America, powering over 20 applications with more than 15 million users and a 70% engagement rate.
Superlikers is now pioneering Gamified Motivation Ecosystems, revolutionizing how major CPGs and retailers engage their value chains through gamification.
Pete Baikins is the Chair of Gamification Europe and will be introducing our speakers on the day as well as facilitating the Lightning Talks and panel session.
Pete is an international authority on gamification, a lifelong gamer, successful entrepreneur and a lecturer. As CEO of Gamification+ Ltd he mentors and trains companies world-wide on the use of gamification to solve business challenges. Gamification+ won the Board of Trade Award from the UK's Department of International Trade in January 2019.
Pete is co-host of the health gamification podcast Health Points and is also an Honorary Ambassador for GamFed (International Gamification Confederation), having previously been the Chair from 2014 to February 2019, whose aim is to spread best practices within and support the gamification industry.
After 15 years as a Lecturer on gamification and entrepreneurship at the University of Brighton he now guest lectures on Gamification at King’s College London and at ESCP Europe at post-graduate and under-graduate levels.
Over the past 20 years Pete has built and sold two businesses.
Agenda
Day 1
Morning (9am to 1pm)
- Registration opens and Networking begins
- Premium workshops start at 10am
Lunch (1pm to 2pm)
- Networking lunch
Afternoon (2pm to 5pm)
- Workshops continue
Evening (5pm to 9pm)
- Networking Event (5pm to 6pm)
- Exclusive dinner (7pm to 9pm)
Day 2
Morning (9am to 1pm)
- Registration opens and Networking begins
- Keynotes start at 10am
Lunch (1pm to 2pm)
- Networking lunch
Afternoon (2pm to 5pm)
- Further keynotes
- Lightning talks and panel discussion
Ends (5.30pm)
"Lovely people, fantastic conference, had an awesome time! Thanks everyone for a great event. Until next time!"
Melinda Jacobs
Information for Attendees
The conference is being held in RSA House (Royal Society for Arts), 8 John Adam Street, London, WC2N 6EZ. RSA House seamlessly combines original period architecture with modern design and technology to create a truly memorable backdrop for any event. A quintessentially British backdrop in the heart of London, nestled between Leicester Square and Covent Garden. It is easily accessible by public transport and is near to cultural landmarks like the National Gallery, The London Eye and the Houses of Parliament.
Workshops
On the first day of the conference we have a selection of two full day masterclasses delivered by world renowned gamification experts for you to choose from. There'll be plenty of time in the day for networking too. Choose from:
Your masterclass leader is:
Michiel van Eunen
Creating an escape room offers an exciting, hands-on approach to immersive design. Whether it’s crafting intricate puzzles or developing a thrilling storyline, you’ll learn how to transform ideas into engaging experiences for your players.
In this interactive masterclass, you’ll dive into the full creative process, from brainstorming themes to fine-tuning logic and playtesting your concepts. Working on your own escape room idea, you’ll gain practical insights into designing puzzles, building consistency, and improving your game through testing. Perfect for those ready to turn creative concepts into real-life adventures!
In one day you will learn everything about designing an escape room:
* Playing an escape room yourself
* Unpacking: What makes this a great escape room?
* Inspiration, Tips & Tricks
* Create your own (mini) escape room
* PLAY (Play, Learn, Apply, Yield)
Your masterclass leaders are:
Bernardo Letayf & Roman Rackwitz
Join Bernardo and Roman as they unite to guide you beyond the reward-driven systems into creating deeply resonant, intrinsically motivated player journeys. Teaching you two sides of the gamification design process where explicit design and production meets with the implicit mechanics of behavioral science to create the ultimate engagement experience.
Benefits of attending:
Keynotes
On the second day of the conference we have our keynotes, case studies and panel sessions for you to be inspired by. Once again there'll be plenty of time for networking too.
Think of the players!
Speaker: Andrzej Marczewski
Gamification is awesome, right? We’ve all heard the promise and may even have made it ourselves once or twice: just add some game elements to a boring task and suddenly, engagement skyrockets. If only it were that simple! If gamification worked that easily, everyone would be doing it and getting exceptional results. But the reality is, creating truly engaging experiences takes more than that – much more.
So, what can I offer you today to help you build better gamified experiences? A bit of inspiration and some hard-earned lessons about the importance of stepping into your users’ shoes. I’ll walk you through how I developed the Gamification User Types HEXAD framework and how you can use it to create meaningful, motivating experiences that resonate with all kinds of players.
Games For Health: The Lifesaving Secrets That Make Them Work
Speaker: Samuel Liberty
When it comes to behavior change, no sector can benefit more than healthcare. In this talk, I'll share the hard-won secrets of designing playful behavioral health interventions that thrill, engage, and (most importantly) really work.
In this workshop, Sam will present a real-world case: A game-based behavioral health intervention deployed in Ghana by UNICEF to promote handwashing with soap. We'll explore the design process that enabled it to succeed as well as dive into the behavioral science frameworks that led to lasting behavior change. You'll also get to play and dissect an early version of the game and analyze the reasons it needed to change.
- How to employ playful UX research to understand audiences different from you
- How behavioral science models overlap with gameplay
- Ways of evaluating and measuring success
How gamified role-play created real-world impact
Speaker: Anand Mistry
Learning is about more than just taking in content. Gamified role-play simulations are a powerful way to inspire participants to take action and contribute towards making a positive impact on the world.
This approach is powerful as it adds context to learning, facilitates a learning by doing process and evokes real emotions in participants enabling them to build emotional intelligence, which takes their learning to a new level beyond intellectualisation. This approach connects participants head, heart and hands and inspires action beyond the classroom.
The talk will be grounded in our work at ProjectCHAKRA, which has been consistently recognised as global leaders in innovative education delivery. It will be grounded in participants' real experiences from our sessions and how it has inspired them to create meaningful careers for themselves grounded in public service.
- Understand why role-playing is powerful and how it can be used to enhance gamified learning experiences
- Learn how to develop your own impactful learning experiences that utilise gamification and role-playing elements
- Understand how early shared experiences build values, community, stronger connections and more resilient teams
Removing resistance in planning by changing perspective
Speaker: Chantal van Kempen
Step into the shoes of employees, planners, and team leaders as we explore how to transform corporate challenges—like scheduling—into fun and engaging games. Using a real-life example, I’ll take you behind the scenes of designing a 90-minute game that makes planning exciting. You’ll learn how to balance multiple perspectives, watch playtest videos, and try out a short demo. Join me to discover how game design can solve complex business problems in an extraordinary way!
gamification in banking: to play or not to play
Speaker: Igoris Ryklys
This presentation emphasizes that banks could utilize gamification more often to transform customer engagement. It suggests that banks can be more creative and bolder in adopting game-like elements. Examples will be shown that illustrate how banks can innovate with gamification, moving beyond traditional loyalty programs. By leveraging technological advancements to change customer habits banks and other financial institutions can enhance customer interaction and retention, as well as differentiate themselves in a competitive market.
A spoonful of sugar: F2P retention practices in applied gaming
Speaker: Eva Grillova
A lot of the effort put into gamification aims to help, yet the outcomes feel dull and interest wanes quickly.
Commercially successful applications have adopted f2p (free to play) best practices. Once they do this they thrive and bring more value to the users. Players can only get better if they stick around. Let’s talk together about how to apply this f2p wisdom to applications that aim to change lives and do this ethically.
Learning outcomes:
* To drive a behavioural change, you need retention. To have retention, you need fun.
* Sense of playfulness beats BLAP (Badges, leaderboards, achievements, points)
* Consider hiring a game designer
Building High-Performance Gamification Teams for Global Corporations
Speaker: Luis Alberto Del Castillo
This session focuses on Enterprise high-performance gamification and High-performance Gamification Teams, two concepts we have pioneered at SuperLikers.
We will showcase how, with Multidisciplinary Gamification teams, we've developed robust gamification programs that deliver significant results in terms of engagement, sales impact, and cost reduction for our clients, many of which are major corporations like ABInBev, Pernod Ricard and Essity, all of them with a strong presence in Europe.
Our approach has been specifically designed to meet the demands of fast-paced, high-expectation corporate environments globally, making it a perfect fit for exploring how different types of players both teams and individuals can thrive in gamification projects.
Gamification Stories: The Good, The Bad, and The Unexpected
Facilitator: Pete Baikins
Join us for an engaging 30-minute lightning talk session where audience members take the stage to share their personal experiences with gamification. Whether it’s a tale of triumph, a lesson learned, or an unexpected twist, this session is all about real stories from real people.
Volunteers will have a few minutes each to tell us how gamification has impacted their lives, be it in education, work, fitness, or any other area. Did it motivate you to achieve more, or did it fall flat? Was it a game-changer or just a gimmick? Come and share your story, and let’s explore the diverse effects of gamification together.
Sponsors and Exhibitors
As always a conference like this wouldn't be possible without the marvellous help and support of our sponsors. In turn, our exhibitors have been asked to help you experience being gamified through their interactive exhibits.
About RamJam:
RamJam is a gamified marketing studio. We develop awe-inspiring games, animations and augmented experiences for brands and agencies. Our cutting-edge digital products encompass everything from AR & VR training apps to projection-mapped immersive attractions and geolocation games.
PromotAR:
PromotAR is a web-based collectible platform for brand promotions and competitions. Turn your event, packaging or venue into a gamified treasure hunt with exclusive AR collectibles to unlock through QR codes and games. We’ll showcase how we turned 1000 speakers into personalised AR collectibles for Money2020, offer exclusive examples of our latest demos along with a prize winning collectible treasure hunt to go on.
About Good Boost:
Good Boost launched as a social enterprise in 2018 with the ambition to create more accessible and affordable options for people living with joint conditions and wider long-term health conditions to have more options that combines the practical, emotional and support for effective supported self-management.
RetroRehab:
RETROrehab is a series of engaging, classic arcade-style games that are all played using your webcam and controlled with your body movements. Take on Space Invaders, fly high with Flappy Bird, keep up with Simon Says - there’s a game for everyone and our easy-to-play mechanics mean you’ll be having fun in no time. The leaderboard lets you see your high scores - so you can check your progress, as well as compare to other people in similar categories.
About Formula2GX Digital:
Formula2GX Digital specializes in strategy, technology, innovation, and design, delivering impactful results for global clients. Notable projects include omnichannel analysis for Abbott in BRICS markets, partnering with Deutsche Bank’s innovation lab to deliver 50+ ideas, and defining Syngenta’s digital operating model baseline. We’ve rethought Wesco’s low-margin business with an e-commerce marketplace, crafted Shaze’s lifestyle and fashion digital strategy, and supported global brands like Nestlé, LVMH, and TechData. Our services also position disruptive companies in front of global corporations, driving meaningful innovation and growth.
About Gamification+:
Gamification+ is here to help you succeed at gamification. Our services include training, mentorship and consultancy on your gamification strategy.
As a special gift to attendees of Gamification Europe 2024 we are offering a 25% discount off our bestselling course on "How to choose cost effective rewards to motivate your players". Use the discount code PROJECTSANDPLAYERS.
