A quarter-century of turning engagement into meaningful change.
We combine gamification, behavioural design and strategic leadership to help organisations navigate complex challenges in Health & Wellbeing and Sustainability & Local Resilience.
Trusted by pioneers working across health, technology and environmental action:
Beyond points and badges
"After 25 years in this field, I’ve learned that the real work is rarely about layering rewards on top.
It is about understanding what helps people begin, persist and care.
That means looking under the bonnet of motivation, behaviour and systems design. It means building strategy that supports healthier lives, stronger habits and more sustainable choices in the real world — not just on paper."
Fractional CGO
For organisations that need behavioural design thinking at leadership level, not as an afterthought.
I work alongside your senior team on a part-time basis to shape strategy, guide decision-making and help your people build lasting capability.
Consultancy
From strategic audits to behavioural roadmaps, we help you make better decisions about what will genuinely move behaviour.
The aim is not more features for the sake of it. It is to create products, services and programmes that people can actually engage with — and stick with.
Training
Workshops, mentoring and practical learning shaped by client work, insights from the Health Points podcast, and years of teaching in universities.
This is where theory meets practice, translated into tools your team can use straight away.
work that has created momentum
Good Boost
Our gamification and behavioural design support has helped this social enterprise strengthen its therapeutic exercise and wellbeing programmes, contributing to more than £1.5 million in innovation funding.
GetWaterFit
This platform has helped nearly 2.7 million customers reduce water use, save energy and cut costs — a strong example of how sustainable behaviour can be made more achievable at scale.
Giza Systems
Our training helped the team develop new in-house programmes, including applying gamification strategy to receivables handling in ways that significantly improved cash flow.
WHY GAMIFICATION+?
Bridging research and real-world results
I’ve spent a quarter-century working at the intersection of behavioural science, gamification strategy and practical delivery.
As a visiting lecturer at King’s College London and ESCP Europe, host of the Health Points podcast, and founder of Gamification Europe, I bring together academic rigour and field-tested judgement.
That matters because the gap between what sounds good in theory and what works in practice is often where the most important decisions sit.
get in touch
If you are trying to improve health, shift behaviour or build more resilient systems, let’s explore what might create real momentum.