Pete Baikins is an international authority on gamification, a lifelong gamer, successful entrepreneur and a lecturer. As CEO of Gamification+ Ltd he mentors and trains companies world-wide on the use of gamification to solve business challenges. Gamification+ won the Board of Trade Award (an export award) from the UK's Department of International Trade in January 2019.

Pete is co-host of the health gamification podcast Health Points and is also Chair of Gamification Europe, the annual conference for Gamification practitioners.

Pete is an Honorary Ambassador for GamFed (International Gamification Confederation), having previously been the Chair from 2014 to February 2019, whose aim is to spread best practices within and support the gamification industry.

After 15 years as a Lecturer on gamification and entrepreneurship at the University of Brighton he now guest lectures on Gamification at King’s College London and at ESCP Europe at post-graduate and under-graduate levels.

Over the past 25 years Pete has built and sold two businesses. One was in security software and one was a telecoms and internet connectivity business.