By Vasilis Gkogkidis / November 2, 2017

Interview with our Gamification Europe 2017 speaker - Will Stuart Jones

To prepare for Gamification Europe 2017, we asked all our speakers 4 questions about gamification. These are Will's answers! 

1) When and how did you first hear about gamification?

I first became aware of gamification when I learned that two former colleagues – David Eldridge and Mike Talbot – had formed a company (3radical) that was using gamification to drive engagement with consumers. Given David and Mike had successfully built and sold a previous marketing technology company (Alterian) I was intrigued about this apparent change in direction!

2) Why and when did you decide that you want to use gamification?

Some months on I got a call out of the blue asking if I’d be interested in joining the company. Having become disillusioned with traditional marketing techniques and technologies I jumped at the opportunity of entering a new and exciting arena!

3) What is the main takeaway someone will take after attending your session at Gamification Europe?

My session entitled ‘The Importance of Chance and the Pitfalls of Choice’. In this session I will be revealing the insights we have uncovered over the last three years as 3radical has grown from a gamification start-up to an established vendor working with the likes of Matalan, Zizzi and EOn.

During the session I will illustrate how the use of choice and chance can dramatically impact the success of gamified consumer engagement. The session will therefore be a ‘must attend’ session for anyone considering the use of gamification

4) What other session of Gamification Europe are you excited about and want to attend?

Pedro’s talk on ‘The Good, the bad and the ugly’ as we are increasingly seeing clients ask us to apply our techniques to employee engagement, so it will be interesting to compare notes!


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