Press Start – Using gamification to power-up your marketing – interview with Albert van der Meer

The book "Press Start: Using gamification to power-up your marketing" by Daniel Griffin and Albert van der Meer tells us how, in an increasingly commoditized world, marketers are always looking for new ways to influence or motivate us to be better engaged with their products, services, and brands. This is marketing gamification: the practice of taking the motivational elements of games (like challenges, achievements and teams) and applying them intelligently in real-life situations to improve engagement and performance.

Written specifically for marketing professionals, Press Start explores the benefits and uses of gamification, and ties together motivational psychology and case studies with popular game mechanics and design principles. More importantly, the book provides readers with a step-by-step guide for successfully designing their own marketing gamification solutions. In this interview Pete Jenkins asked questions to delve deeper into the examples and techniques told to us in the book and see how we can best apply gamification to increase engagement.


Albert van der Meer is a creative gamification consultant and facilitator, with his company aeStranger, which is based in The Netherlands, he operates throughout Europe. His expertise lies specifically with written, visual and experiential storytelling. With these skills and knowledge, Albert helps both international and multi-cultural businesses and educational institutions to improve their communication and collaboration. This is done through delivering experiences and workshops that offer deeper, more meaningful learning and value through the use of gameful design techniques and the methodologies of gamification. Before starting aeStranger, Albert worked several years as a media producer, a team-building facilitator and as a freelance filmmaker and producer in Europe and the UK. After a successful career in helping business schools, businesses, music and film talents, he decided to change careers and be a full-time gamification consultant and teambuilding facilitator. Albert now helps various institutions and individuals with delivering better learning experiences for their teams and clients. Albert also co-authored a book on gamification, called: Press Start: Using Gamification to Power-up your Marketing. The book offers straightforward advice and immediate applicability of marketing & gamification techniques. It’s aimed at marketers who wish to fully engage their customers in a positive and meaningful manner using game elements and techniques.

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