Gamification Consultancy

After 25 years at Gamification+, I’ve seen the field shift a great deal.

Early on, much of the conversation was dominated by points, badges, and leaderboards. Some of that work was useful. Some of it missed the deeper question.

What actually helps people take part, stay involved, and keep going when life gets busy, messy, or difficult?

That question has shaped where our work has gone.

While our history spans many sectors, in recent years we have become much more focused on the areas where better engagement can support outcomes that genuinely matter: human health and sustainability.

We specialise in gamification and behavioural design for organisations working on long-term behaviour change.

That means looking beyond surface mechanics and paying closer attention to motivation, autonomy, habits, social context, and the systems people are moving through.

We are less interested in novelty for its own sake.

We are more interested in helping you design something that people can return to, believe in, and act on over time.

Our Specialisms

Health, wellbeing, and the realities of daily life

Health gamification is at its best when it supports the person, not just the metric.

Whether the challenge is rehabilitation, prevention, or workplace wellbeing, the real question is usually the same: how do we design for real lives rather than ideal conditions?

That means understanding where motivation drops, where friction builds up, and what helps people keep going over time.

• Therapeutic exercise and clinical rehabilitation: Our work with innovators such as Good Boost has explored how movement, feedback, and a sense of progress can support recovery and long-term musculoskeletal health. We help shape experiences that feel accessible, purposeful, and worth returning to.
• Public health and better choices: Work such as Vape Escape has shown how behavioural design can support difficult shifts in behaviour, especially when the audience needs something relatable rather than preachy. The challenge is not simply informing people. It is helping them make a different choice and stay with it.
• Workplace wellbeing and connection: With platforms such as Hoogly, we have looked at how wellbeing can become part of the shared culture rather than a token initiative. When people feel part of something, engagement tends to become more meaningful and more sustainable.

Sustainability, circularity, and local resilience

Sustainability only works when people can see their part in it and feel that their actions matter.

That is true whether you are building a digital platform, a circular service, or a grassroots campaign.

We help organisations turn environmental ambition into habits, routines, and systems that people can actually take part in.

• Tech-led environmental solutions: Work with organisations such as Subsee.ai has shown that good technology is only part of the picture. The other part is helping people interpret what they see, know what to do next, and feel motivated to act.
• Circular economy and asset management: Our work with Circlr.io has explored how circular systems become stronger when the better choice is also the clearer and more rewarding one. We help organisations design for return, reuse, stewardship, and consistency.
• Grassroots and community movements: From local environmental activity to wider community initiatives, we are interested in how shared purpose becomes shared action. Projects such as this environmentally focused scavenger hunt remind us that momentum often starts with participation that feels tangible, social, and locally meaningful.

For us, sustainability is not just about awareness.

It is about designing systems that make better behaviour easier to start, easier to repeat, and easier to sustain.

How we help

Different organisations need different kinds of support.

So the work usually begins by understanding what is already in place, where the friction sits, and what sort of partnership is most useful.

• Strategic audit: For teams with a product, service, or programme already in motion, but where engagement is weaker than expected. We review the experience, the user journey, and the behavioural assumptions underneath it, then provide a clear direction for improvement.
• Behavioural strategy: For organisations building something new or reshaping something important. We help define the strategy before the mechanics are locked in, so the experience is aligned with your mission from the start.
• Fractional CGO support: For teams that need ongoing senior input. Pete joins on a part-time basis to provide strategic oversight, challenge assumptions, and help internal teams build stronger behavioural design capability over time.
  Learn more about our Fractional CGO partnership

Why work with Gamification+?

Good strategy needs to survive contact with real life.

That is one reason we still care so much about the practical side of this work.

Over the last quarter-century, we have seen again and again that behaviour change is rarely tidy. People are busy. Systems are imperfect. Organisations face trade-offs. What looks sensible on paper does not always work in practice.

Our role is to help you navigate that reality with more clarity.

We bring together academic insight, practical experience, and a long-standing commitment to using gamification and behavioural design where they can do genuine good.

And while our focus is now firmly on Health and Sustainability, our earlier work across Sales, HR, and Education still matters.

It gives us a broader frame of reference and a deeper understanding of how motivation works across different contexts.

Let’s have a conversation.

Whether you need a fresh view of an existing product or a longer-term strategic partner, I’d be glad to explore whether we are a good fit.

A useful conversation usually starts with three things: what you are trying to change, where people are getting stuck, and what you have already tried.

What our clients say