Gamification for Business stand-alone postgraduate module

We are running a postgraduate module over 5 days in partnership with the University of Brighton on Gamification for Business.


Gamification is the process of applying game design theories to everyday situations, including business. The widespread interest that gamification has attracted lies in its potential to strengthen engagement, change behaviours and support innovation. The gamification industry was expected to grow to over $2 billion in the U.S. alone in 2015.

Gamification concepts are being applied in such diverse contexts as retail, education, health and wellbeing. SAP uses games to educate its employees on sustainability, Unilever uses games for training, Hays uses it for hiring recruiters and the Khan Academy uses it for online education. Organisations that use gamification see better outcomes such as performance, engagement and retention, according to the Aberdeen Group.

Course details

By the end of this course you will know when and how to employ gamification strategies, have an understanding of what gamification can do for your business. You will also be able to build a business case for the use of gamification to get buy in from decision makers and from key players.

What does the course include?

This course is about the theory and practice of gamification solutions for business. You will be introduced to the theory of gamification and how to apply gamification techniques to a business issue, for example, HR, Marketing or Administration. This is an accredited postgraduate module offering 20 academic credits and a certificate of completion.

By the end of the course you will:

  • Have a critical understanding of gamification and evaluation of its impact
  • Gain knowledge of existing models of game design and gamification design
  • Develop critical insight into how gamification can be strategically and effectively applied in a range of business contexts
  • Develop a critical understanding of the costs-benefits of gamification
  • Have an appreciation of the risks and issues (including ethical) of gamification
  • Develop the ability to design realistic gamification solutions for business issues

Specific topics covered in the course:

  • Gamification for business: strategy
  • Games techniques
  • Motivation and behaviour
  • Gamification design
  • Business case for gamification

Who is leading the course?

The course is being led by Pete Jenkins and Dr Penny Simpson. Pete is founder of GAMIFICATION+ LTD, Chair of GamFed (the International Gamification Confederation) and is Entrepreneur in Residence at University of Brighton’s Business School. Penny is a Principal Lecturer at the University of Brighton and a Researcher at CROME (Centre for Research on Management and Employment).


Right elective choice means games of @JENGA ,@QuizUp and talk about #videogames and #boardgames Hats off to @petejenkins for a cool course

Vasilis Gkogkidis

My avatar Anna Domini has maxed out XP points today! Final day of #gamification with @petejenkins - sad its ending!

Fiona MacNeill

Nice one @petejenkins Always get fantastic feedback for your @unibrightonbiz courses too. Proud to have you in the @uniofbrighton family!

Victoria Faulkner

Download the Module Description here:
MLM13 Gamification for Business

Brief intro into Gamification from Pete Jenkins:

Costs: £1,300. Fees are VAT free and include course materials.

Thursday 10th May 2018, 9.00am – 6.00pm
Monday 14th May 2018, 9.00am – 6.00pm
Tuesday 15th May 2018, 9.00am – 6.00pm
Wednesday 16th May 2018, 9.00am – 6.00pm
Monday 21st May 2018, 9.00am – 6.00pm