Embed 25 Years of Behavioural Expertise Directly into Your Leadership Team
For missions that matter: Moving beyond one-off tactics to build a long-term culture of engagement in Health, Sustainability, and Impact-driven organizations.
A message from Pete Baikins
“Engagement isn’t a feature you ‘add’, it’s a strategy you live.”
Over the last 25 years at Gamification+, I’ve seen a recurring pattern. Many organizations launch brilliant gamified features with a “big bang,” only to see engagement plateau a few months later. The reason isn’t a lack of clever ideas; it’s a lack of Integrated Strategy.
When you are tackling “wicked” problems like long-term health journeys or the climate crisis, gamification cannot be a “bolt-on” project. It needs to be present at the heart of your decision-making process. That is why I am now working with a select group of clients as a Fractional Chief Gamification Officer (FCGO) to bring 25 years of award-winning expertise directly to your leadership table.
Why a Fractional Chief Gamification Officer (CGO)?
Because a strategy is only as good as its execution.
A one-off consultancy report tells you what to do. A Fractional CGO shows you how to do it, week after week. It’s the difference between buying a map and hiring a navigator.
- Embedded Strategic Thinking: I don’t just hand over a document; I join your product and leadership meetings to ensure engagement is considered at every stage of development.
- Bridge the Gap Between Research and Reality: We take the latest academic insights and translate them into practical, scalable features that work for your specific users.
- Upskill Your Internal Teams: My goal is to mentor your product and marketing leads, helping them think like game designers so that engagement becomes a permanent part of your company’s skill set.
- Continuous Course-Correction: Behaviour change is rarely linear. I stay at the table to analyze the data and refine the strategy as your community grows and evolves.
Who I Work With
I partner with organizations where engagement literally changes lives.
While I’ve worked across every sector, our Fractional CGO service is specifically designed for:
- Health & Wellbeing: Driving patient adherence, daily engagement, and positive lifestyle shifts.
- Sustainability & ESG: Turning climate action from a corporate obligation into a rewarding community habit.
- Ethical Engagement: Building platforms that respect the user while driving meaningful outcomes.
How we work together
I don’t believe in handing over a “finished” strategy and walking away. To get real results in health and sustainability, we need to be much more collaborative. Here is how I usually join a team:
- Aligning the roadmap: We start by looking closely at where you’re headed over the next 12 months. My job is to make sure your engagement strategy is built into the foundation of your product, not just sprinkled on top at the end. We want to ensure every game mechanic is actually pulling in the same direction as your mission.
- A seat at the table: I join your regular product or leadership meetings as a member of the team. Being there as decisions are being made allows me to offer a gamification perspective in the moment. I help the team navigate the tricky parts of behavioural design and course-correct early, before things get coded.
- Seeing what actually moves the needle: We look “under the hood” of your data and compare it with the latest academic research. It’s not just about seeing that something worked; it’s about understanding the “why” behind user behaviour so we can keep refining and improving the experience.
Let’s see if we’re the right fit for your mission.
I only take on a limited number of Fractional CGO roles to ensure each partner gets the depth of attention their project deserves. If you’re ready to move past one-off tactics and build a long-term engagement legacy, I’d love to chat.
Why Gamification+?
25 Years. Award-Winning. Mission-Led.
We aren’t just consultants; we are pioneers in the field. From hosting the Health Points podcast to distributing the world’s first gamified CRM, our history is built on the belief that play can solve the world’s most serious problems.
- Global Industry Leader: Former Chair and Honorary Ambassador of GamFed (International Gamification Confederation).
- Community Builder: Founder of Gamification Europe and co-host of the Health Points podcast.
- Academic Rigour: Guest Lecturer on Gamification at King’s College London, ESCP Europe, and the University of Brighton.
- Proven ROI: A clear track record of helping startups secure millions in innovation funding through research-driven gamification strategies.