Review of ‘Game Change’


A book dedicated to Gamification: an opportunity not to be missed for us at e-Advantage Solutions.

Called ‘Game Change’, the book discusses how “Gamification” can be harnessed and applied as a business model for the future.

Game Change

The book engages you from the very start by asking the reader questions and getting you fully engaged. At e-Advantage Solutions we understand the fundamentals of Gamification and how it can be implemented but to people who are new to the term “Gamification” it gives you a real understanding.

Although the PHD Agency (the author) says that gaming has attracted negative publicity, the book argues that through expert analysis, it can in fact be a positive force.

Game Change co-author and PHD’s worldwide strategy and planning director, Mark Holden, says that if businesses and marketers apply even a fraction of the engagement seen in gaming, the payback will be significant. “It is not enough to expect people within any organisation to give the best part of their waking lives for money alone.” “People, especially the younger generation, are seeking more meaning from their working lives”. “It is important that organisations start to take this on board,” he adds. “There’s a lot that can be learnt from the immersive and empowering experience that games provide.”

Game Change looks at “gamification” in practice through successful examples, including Nike+,, Tesco Clubcard Play and the Monopoly promotion from McDonald’s

PHD itself has implemented a ‘gamified’ global operating system, Source, a large enterprise gaming system with more than 2,500 staff in over 76 countries collaborating and playing on a leaderboard at work every day, and we at e-Advantage Solutions have gotten involved too, with our Zurmo CRM.

A famous quote and one that was relevant to ‘Game Change’ was the following: “In every job that must be done, there is an element of fun. You find the fun and – snap – the job’s a game! And every job you undertake becomes a piece of cake” Mary Poppins, 1964.

Myself and Pete have both read this. Pete said “this book is a good introduction to gamification, and it is a really well written review of the existing gamification literature too”. It is available on the Amazon Kindle and you can download it and read it by following this link here, and you’ll be even happier to know its FREE!


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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