The now and the future of Gamification


Wednesday, 23 October 2019, 16:00-17:00

This panel will review the current state of the gamification industry and analyze trends for the coming years by professional experts. We will discuss opportunities for collaboration between gamification researchers and professionals to advance the state of the industry. Questions will be posed by the organizers and the audience.

If you wish to suggest a question or topic for discussion, please comment below or tweet with the hashtag: #CHIPLAY19AsktheExperts


Pete Jenkins

CEO of Gamification+ and Chair of Gamification Europe

Pete Jenkins 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 Chair of Gamification Europe, the annual conference for Gamification practitioners. The next conference is in December 2019 in Berlin. He also founded the Gamification Awards. The Gamification Awards are global awards for the gamification industry. ​​The awards are judged by industry experts for their design, creativity and utility. The award goes to the companies and individuals who are excelling in their field. Pete was Chair of GamFed (International Gamification Confederation), and is now an Ambassador, from 2014 to February 2019 whose aim is to spread best practices within and support the gamification industry.

Pete is in his 11th year as an Entrepreneur in Residence at the University of Brighton. He lectures on gamification and entrepreneurship at undergraduate and postgraduate levels. He also guest lectures on Gamification at King’s College London and at ESCP Europe.

Pete is also Practice Director, Gamification at Intelestream Inc. in Chicago, USA. A strategic advisory company in the CRM space. Intelestream Inc. created Splash, a gamified onboarding and goal setting app for SugarCRM.

Over the past 19 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 and an Export Champion for the Department of International Trade.

Esther Hierro

Executive Director of Marinva and game-based learning and communication designer

During the last 15 years, Esther Hierro has developed several projects in Marinva, most of them related to people and organization’s transformation based on games and learning experiences. She worked in Advertising in another lifetime. Since she joined Marinva, she has been involved in a wide range of game-based educational projects addressed to all ages and places, going from different kinds of organizations to penitentiaries or hospitals, and in analogical and digital formats. Aware of the transformation power of games in situations in which “safety” is so visibly compromised, she has become a firm believer in games power to push people’s creativity, and to be more connected, cheerful and ultimately, happier.

Flavio Escribano

Gamification Research Team Leader at

Flavio is PhD by the Complutense University of Madrid in Learning for Innovation using Video games. He has more than 14 years of experience as a researcher and entrepreneur in the field of games and video games. He has also collaborated with international organizations in a huge variety of projects such as analyzing European video games market or the use of video games for social and labor inclusion with the JRC of the European Commission or as keynote speaker in the Brazilian SBGames Simposium. In the role of entrepreneur, he was chief of development of some very successful advergaming projects for very popular DIAGEO brands like J&B and Johnnie Walker.

Flavio has written a huge number or papers and articles about gamification, one of them was in early 2011 thanks to a collaboration with prestigious Routledge publishing. Actually he is research team manager in where continues his research in how to apply gamification for behavior change and motivation stimulation in the fields of tourism, learning, pharma and human resources among others. His team has been awarded several times with research grants by the Spanish Ministry of Economy and Industry.

Emiliano Labrador

User experience and gamification consultant at Everis

After many years of being a teacher and coordinator of the Master in multimedia creation and serious games at La Salle Campus Barcelona-Universitat Ramon Llull, Emiliano currently works at Everis as a user experience and gamification consultant. He is currently a doctorate student in these disciplines. Emiliano has posted scientific and disclosure articles and has been a speaker in several congresses.

Andrés Garcia Parker

Gamification Promotor and Chair of GamFed

Andrés is passionate about bringing gamified solutions to real-world business and social problems. He earned the highest marks in his promotion for his Gamification Master thesis at IEBS, on ethically encouraging coffee machine consumption in Madrid’s Metro using historical figures and backstories. He is an Aerospace Engineer who has worked worldwide in large Power, Oil & Gas engineering projects and is accustomed to communicating and inspiring people from different backgrounds and environments. He is chair of GamFed, a worldwide organisation promoting the use of gamification by designers, companies and non-profit organisations. Currently, he is investigating the use of Complexity Science in gamification.


Pau Yanez

Co-Founder of PlayVisit & CEO of Geomotion Games

Pau has a degree in Pedagogy and Master in ICT applied to Education. Pau is an entrepreneur with more than 10 years of experience in the creation of digital businesses related to video games, serious games, gamification and mobile technologies. Among others, the businesses he has created are City Nostra, a geolocation video game set in the Sicilian Mafia; Geomotion Games, a consulting and R+D+i company in Gamification for Smart Cities; and PlayVisit, a startup based in Barcelona reinventing tourism and cultural heritage visits through location-based games, gamification and Augmented Reality.

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