25 Years of Pioneering Engagement
From e-Advantage to a global authority on behavioural design in Health and Sustainability.
"We started with a simple belief: that work and life are better when we are truly engaged."
In 2000, we founded this company as e-Advantage Solutions Ltd with a mission to help organizations boost productivity and motivation. Over the last quarter-century, we’ve won awards, hosted international conferences, and worked across almost every sector imaginable.
But as we hit our 25-year milestone, we felt it was time to become more focused.
We wanted Gamification+ to focus its energy on the "wicked" problems where behavioural design can do the most good. That is why we are now firmly centred on Health and Sustainability. Whether it’s helping a patient stay on track with a long-term health journey or turning a complex environmental goal into a rewarding community habit, we are using everything we’ve learned since 2000 to move the needle on the things that matter.
Meet the Team:
Pete Baikins // CEO & Behavioural Specialist
Pete lives at the intersection of where gamification is taught, built, and debated internationally. His work is a continuous feedback loop of hands on client work and:
- Academic Rigour: As a visiting lecturer at King’s College London and ESCP Europe, Pete teaches the fundamental behavioural science theories and techniques that underpin every successful strategy.
- Global Best Practices: Through years of running the Gamification Europe conference and co-hosting the Health Points podcast, he curates the best (and worst) practices from innovators across every continent.
Jes Baikins // Strategy Director
Jes is the master of community activation and structural strategy. She ensures that our gamification theories aren't just beautiful on paper, but actually perform in the wild.
- Community and Crowd Building: As the founder of Crowdfund-360, Jes has an innate understanding of the reward structures and motivations needed to build a crowd and keep them engaged.
- Pragmatic Strategy: Jes brings the balance to our endeavours. She bridges the gap between high-level theory and the practical operations required to make a project succeed on the ground.
Our Evolution: A 25-Year Journey
- 2000: Launched as e-Advantage Solutions Ltd in Brighton, UK.
- 2015: Rebranded as GAMIFICATION+ to reflect our deep focus on behavioural design.
- 2018: Proud recipients of the Board of Trade Award for export and international leadership.
- 2025: Celebrating our 25th Anniversary with a refined mission to solve the most pressing challenges in Health and Sustainability.
How We Work Together Today
Today, Gamification+ operates as a high-level strategic partner. Whether Pete is joining your leadership team as a Fractional Chief Gamification Officer, we are conducting a Strategic Audit, or we are upskilling your team through our workshops, our goal remains the same:
To build the habits that make a positive difference to you and to the world.
Let’s have a conversation.
We'd love to hear about the mission you're on and see how 25 years of experience can help you get there.