Press Start – Interview with author Albert van der Meer


In their book “Press Start – Using gamification to power-up your marketing” Daniel Griffin and Albert van der Meer tell us how, in an increasingly commoditized world, marketers are finding 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.

In this interview (recorded at the Gamifiers Meetup on Thursday 3rd September) Pete Jenkins asked Albert loads of 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.


Pete Jenkins is CEO of Gamification+ Ltd, Lecturer at University of Brighton, Founder of The Gamification Awards, Chair of Gamification Europe, Export Champion for the Department for International Trade and Honorary Ambassador for GamFed.

About the author 

Pete Baikins

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 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 20 years Pete has built and sold two businesses. One was in security software and the more recent one was a telecoms and internet connectivity business. He is also an Ambassador for Brighton & Hove Chamber of Commerce in the UK.

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