We improved over 1 Billion user experiences world-wide
Rated #1 Gamification Guru and #1 Industry Project by Gamification Europe
Featured in Forbes, The Wall Street Journal, Business Insider and many more.
Meet the world's leading experts in Gamification
Yu-kai ChouYu-kai ChouIndustry Pioneer & Leader of the Pack
Yu-kai Chou is an Author and International Keynote Speaker on Gamification and Behavioral Design. He is the Original Creator of the Octalysis Framework, and the author of Actionable Gamification: Beyond Points, Badges, and Leaderboards.
He is currently President of The Octalysis Group and the Founder of Octalysis Prime, a Gamified Mentorship Platform. Yu-kai has been a regular speaker/lecturer on gamification and motivation worldwide, including at organizations like Google, Stanford University, LEGO, Tesla, TEDx, Boston Consulting Group, Turkish Airline, Huawei, the governments of UK, Singapore, South Korea, Kingdom of Bahrain, and many more. His work has affected over 1 Billion users’ experiences across the world.
Yu-kai was one of the earliest pioneers in Gamification, starting his work in the industry in 2003. In 2015, Yu-kai was rated #1 among the “Gamification Gurus Power 100” by RISE, and was also awarded the “Gamification Guru of the Year” Award in 2014, 2015 and 2017 by the World Gamification Congress and the Gamification Europe Conference. He has helped a variety of companies, from seed stage startups to Fortune 500 companies such as LEGO, Uber, Volkswagen/Porsche, Sberbank, eBay, Fidelity Investments, AIG Japan, Verizon, and more.
His work has been featured in Forbes, The Wall Street Journal, Business Insider, The World Journal, PBS, NBC, and many more.Joris BeerdaJoris BeerdaManaging Director
Joris Beerda is the Co-Founder and Managing Director of The Octalysis Group. As a world-leading expert in Human-Focused Design and Octalysis Gamification, Joris’ global career in creating engagement spans across 17 years, 15 countries and 7 languages. He has designed Human-Focused experiences for dozens of Fortune 500s as well as medium sized companies. Joris is also a well known Keynote Speaker on Gamification in many renowned conferences throughout Europe, Asia, and Australia.
Early in his career, Joris was a high level diplomat in the Netherlands Foreign Service and was responsible for creating people-engagement in high-stress dangerous situations. Joris’ main successes were in creating an innovative peace group between machine-gun holding rebel groups, government soldiers, public-private partnerships and refugees. He also authored and coached the virtual training mission for the NATO mission in Afghanistan (ISAF).
In Joris’ work as a Global Advisory Manager for PricewaterhouseCoopers, he continued his engagement consulting services and pioneered an eight-figure project with the United Nations to achieve better engagement of the organization with its members and beneficiaries. Prior to joining The Octalysis Group, Joris focused on the Human Resources Industry, implementing innovative ways for virtual, distance HR and Project Management methods in Finance, Oil and Gas and IT. He resided in Indonesia, Singapore and Hong Kong, where he headed up large
corporate entities. Joris holds a Masters in International Relations and Economics from the University of Amsterdam (Top 15 in Europe), and an EMBA from the Kelley School of Business (#22 in the World).Victoria PanVictoria PanGamification Designer
Victoria Pan is a gamification consultant and designer at the Octalysis Group who has worked with both Fortune 500 and startup companies worldwide. Her knowledge and experience in behavioral design and user engagement spans across many industries.
Victoria started her career as a software engineer for Cisco Systems where she built diagnostic interfaces to improve the productivity flow within the company. She also led front-end development at Design My Meals, a startup that focused on making meal planning delightful.
In addition to her experience designing engaging UX/UI, she has also spent more than five years as an educator. In that capacity, she witnessed a strong lack of engagement and motivation among students, which inspired her to become deeply immersed in the psychology and gamification of learning.
Victoria earned her B.S. at UCLA in Computer Science and Engineering and when she’s not designing and creating engaging apps or teaching, she enjoys biking, playing video games, building miniature models, and solving puzzle games.Sabrina BruehwilerSabrina BruehwilerGamification Designer
Sabrina Bruehwiler is a Senior Gamification Designer and Consultant, specializing in fan and artist engagement regarding K-Pop, Global Expansion and Online Concerts.
Sabrina is an International Keynote Speaker on various issues such as Fan and Artist Engagement, Gender Diversity, Gamification, and HR Engagement. She has spoken at events such as The Service Desk & IT Support Show (SITS) in London, HR Gamification Day in Madrid, Gamefed hosted in Turkey, Gamification Europe 2017, and in the “Play” exhibition hosted by the Swiss Museum Stadtmuseum Aarau. She also became one of the five Steering Committee Members of Gamefed, the world’s largest community of gamification professionals.
Currently, Sabrina is creating a gamified community platform for Korean Artists and SMEs to engage with international audiences called Kpop World. As her personal interest, Sabrina has worked as a songwriter and musician writing songs within the top 10 of the Swiss Music Charts. She’s been the Lead singer for heavy metal bands such as Deep Sun, Eeriness and As Sanity Fades. She now creates under the singer/songwriter name Sabrina Sona and has collaborated with renowned producers/songwriters from South Korea and Los Angeles such as Leila Pari and Bandi.
Besides her music endeavors, Sabrina spearheaded Gamification and Human-Focused Design for companies such as Yahoo!/Verizon Media, Avon and Betty Bossy. She designed experiences to empower women worldwide to become entrepreneurial through her work with Avon and alongside Suzy Batiz, the Founder of Poo-Pourri and rated #77 on Forbes richest self-made women in America (2019).
Prior, Sabrina was the Founder of the creative agency User Adventure for over ten years, with clients such as Vodacom, Franke AG, Jet, and T-Systems. Sabrina holds a B.A. in Visual Communication from the Lucerne University. She later acquired an Executive MBA at the Kingston Business School and graduated #1 in her class with Distinction. Outside of her professional life, Sabrina is the published author of the book Buorre Mátki: Reise nach Sápmi, studies Korean and travels the world to visit the concerts of her favourite artists.Ivan MilevIvan MilevGamification Consultant & Designer
Ivan is an Octalysis Gamification expert with more than 12 years of value creation in IT, Finance, Healthcare, Marketing, Media, and Telecommunications. His work spans across the USA, Bulgaria, Estonia, Israel, Ireland, and Canada. Ivan led and designed a variety of projects including Quandoo (Europe’s largest restaurant reservation platform), Decentral (Blockchain company founded by the Cofounder of Ethereum), Cru (formerly Campus Crusade for Christ), Poo-pourri (consumer essential oil fragrance company), among many others.
Prior to the Octalysis Group, Ivan was a Gamification Product Manager at 11235 LTD, where he designed and developed the enterprise gamification platform for Easy Credit and A1, respectively the largest non-banking financial institution and the largest mobile operator in Bulgaria. For A1, Ivan’s designs exceeded their yearly target by 150% in just two months.
Previously Ivan was a Product Manager for Johnson & Johnson, leading Digitization and Change Management within the organization. There he managed Accenture to build the first Internal Knowledge Centralization platform for 6000 employees.
Previously, Ivan was the Promotional Campaign Manager for Coca-Cola, Siemens, Nestlé, where he managed a team of ten colleagues to promote various brands. He also researched and planned the mobile data market strategy for Telia (2nd Largest Telecom Company in the Nordics) and was a Marketing Consultant for Bocconi University. He has a Master’s Degree in Strategic Management (4.0/4.0 with Honors) and an MBA from SDA Bocconi School of Management, a Top 3 Business School in Europe.Simón DuqueSimón DuqueEngagement Manager & Project Lead
Simón is an Engagement Manager, Gamification Consultant, and Project Lead of The Octalysis Group. He was the project lead for the Microsoft Azure initiative and launched the Microsoft Learn platform to consolidate all of Microsoft’s learning assets in a single place. Microsoft Learn empowers users to interact with content for Microsoft products such as Azure, Dynamics, PowerBI and Microsoft 365 in a gamified way. Simón also was one of the main designers that created the Gamified Solution for Arcelor Mittal (Aperam), improving safety behavior for the world’s largest steel manufacturer.
Prior to The Octalysis Group, Simón was a Gamification Consultant and Designer and has helped many companies in eCommerce, Healthcare, Manufacturing, and Education across continents. He helped Purdue University launch Project Saksham, a gamified platform to help women in India get out of poverty through entrepreneurship. He also won the Top 3 Award two years in a row for the Octalysis Prime Design Competition regarding his work in redesigning eBay and Habitica.
Simón also helped Buencafé Liofilizado, the largest coffee manufacturers in South America, optimize their worldwide distribution logistics in 60+ countries and reduce distribution time by 85% through reorganization and industrial engineering.
Academically, Simón obtained a degree in Industrial Engineering in Colombia National University, the No. 1 ranked university in Colombia. He also received a research scholarship by Purdue University to focus on discovering the specific correlations between different socio-economic variables and the different player types used in video games and in Gamification.
On the side, Simón likes to acquire new languages (currently Spanish, English, French, German and a little Japanese), practice Competitive Archery (#2 in his region), play the drums/piano, and playing as a Masters Rank player in Overwatch.Chris TomassoChris TomassoGamification Consultant & Designer
Chris is a leading Gamification Consultant and Designer of The Octalysis Group. He pioneered the launch of Microsoft Learn and is the Author of five books on topics in gamification and personal development. He was the Co-Creator of the Craft Your Future framework, based on his analysis of World of Warcraft and how player introspection can motivate teams and improve communication.
Prior to The Octalysis Group, Chris was facilitating experiential workshops with Google, Intuit, Facebook, and several Silicon Valley startups through Synergy Learning Systems. He was also a Life Coach and Lifestyle Gamification Designer helping millennials achieve their potential through their career, relationships, and wellness.
Chris consulted and collaborated with the Malaysian government to create the Genovasi initiative, the innovation hub of Malaysia, solving the 15 Global Challenges. He also consulted Neurosky, the leading pioneer of EEG Biosensors that turn brainwave signals into a computer interface controller.
Having finished high-school at the age of 12, Chris pursued a degree in Film and Digital Media. He specializes in the power of storytelling as well as the intersection of technology and entertainment.
When he’s not solving problems of the world, Chris enjoys Ultimate Frisbee, card games, and snorkeling off the coast of Hawaii.Albertine CorreAlbertine CorreGamification Designer
Albertine is an Octalysis Group designer, specialized in Gamification and Digital Engagement. She has designed and improved engagement for a variety of companies, including Quandoo (Europe’s largest restaurant reservation platform), Poo-pourri (US-based consumer essential oil fragrance company), BitDegree (blockchain-powered education platform), and Gaiago (community automobile-sharing service).
Prior to The Octalysis Group, Albertine helped the global UX/UI Consulting firm SQLI spearhead the development of a gamification platform focused on employee engagement and innovation management. Albertine also led and coordinated the partnership with GamEffective, a leading gamification solution company. Previously, she was the Marketing Project Manager at the PSB Business Club, a university-sponsored consulting company to help other French organizations with their strategy and market research. Prior to that, Albertine worked with MultiCAP Services to develop the Insertion Cohabitat project, creating housing and medical assistance for the handicapped.
Albertine studied her Bachelor’s degree in France and Malaysia, and is currently pursuing a Master’s degree in Design and Innovation in Management at the Paris Dauphine University, a top 50 university in the world.
When she is not creating engaging experiences for TOG clients, Albertine spends her time rock-climbing, grooming horses, exploring new cultures, and looking for new awesome boardgames and independent games for mandatory TOG fun and studies.Dirk van DiepenDirk van DiepenGamification Designer
Dirk is an Octalysis Gamification Consultant and Designer based in the Netherlands. He specialises in the craft of weaving together game mechanics with maximum synergy in order to ensure long-lasting user engagement.
Dirk combines his systematic thinking, design skills and knowledge of human psychology to help solve the global engagement crisis. In the Octalysis Group he worked on a variety of projects including Booking.com, an app to help struggling high school students, a gamified e-commerce platform and Supernatural; an eco-friendly cleaning product. He is also a Quality Control Manager for Octalysis Prime; world’s best Gamification Learning Platform.
With a constant passion for solving problems, Dirk studied Industrial Design Engineering at the University of Twente, one of Europe’s most renowned technical Universities. There he learned to design functional and engaging products tailored to specific user group. He finished with the highest grade in his class. Dirk is the creator of multiple boardgames in the Netherlands, including the Game of Love for newly weds to improve their relationship.
Dirk excels in working with 3D CAD software and, as a certified SolidWorks Professional, worked as a Mechanical Design Engineer for several years. He designed agricultural distribution machinery made to handle 100,000’s kg of produce per month.
In the weekends, Dirk loves exploring new boardgames to study the intriguing mechanics that makes them engaging. He is a Gold level Ballroom dancer and enjoys other partner dances with his girlfriend as well. Dirk is trilingual, he speaks Dutch, English and Danish.Myrte VerbaanMyrte VerbaanGamification Designer
Myrte is a Consultant on Gamification and Behavioral Design for The Octalysis Group, specialized in empathetic interactions and rewarding win-states for digital and analogue experiences.
While at the Octalysis Group, Myrte worked on redesigning the Microsoft Edge Browser, empowering hundreds of millions of user journeys on the web. She also played a key role in designing the credit card rewards system for DBS, the largest bank in Singapore with over $10 Billion under management.
Myrte is leading the reform of The Octalysis Group’s internal work culture, including having more enjoyable/productive meetings, collaborative learning processes, and reforming the Cultural DNA principles of the organization.
Concurrently, Myrte is also the Senior Engagement Manager for Yu-kai Chou’s gamified learning platform Octalysis Prime, where she defined a significant part of the user flow experience, community engagement, as well as the Octalysis Certification process. Myrte’s contribution to OP has led the platform to have a consistent engagement metric of 38% DAU/MAU (Daily Active Users/Monthly Active Users), with many members returning daily for more than three years.
Outside of Gamification and Engagement Design activities, Myrte enjoys growing her skills with others in the Toastmasters Apeldoorn club, where she was elected Vice President of Education just 3 months after joining. She can also dance in over a dozen styles including Tapdance, Ballroom, Salsa, Ballet, Jazz, and more. She also knows how to play the harp as well as speak 4 languages.Sergio LigatoSergio LigatoGamification Designer
Sergio is an Author, Speaker, and Designer with 20 years of experience in Gameful Learning & Educational Technology. He is currently a Gamification Consultant for the Octalysis Group, and has helped a variety of companies improve their Human-Focused experiences, including HTC/VIVE, Good Empire, Sidekick Health, etc.
Prior to The Octalysis Group, Sergio spent 20 years empowering digital teaching and learning at Cnos-Fap, one of the largest vocational and training organizations in Italy. He designed hundreds of learning experiences for thousands of adults and teens to acquire skills in web development, cloud computing, and digitization. He participated as a speaker in multiple multi-day events such as Docenti Virtuali and Insegnanti 2.0, where he shared his insights on educational technology, and raising awareness about ways to get the most out of gamification and games in learning.
Sergio also collaborated with the top Italian gamification expert, Fabio Viola, to promote a human-focused design approach to engage audiences in tourism, arts, and retail. During this time, he helped Fabio create the Canvas Innovazione Culturale, which today is still one of the most popular innovation frameworks used in Italy.
Sergio is an author of three books, including Video di Classe (2017) on video in education; Tecnologie Didattiche L.0 (2017), a book on the free software movement; and Google Apps: Trucchi Fantastici e Dove Trovarli (2018), a book on cloud technology in education and work..
When he’s not designing dynamic game-economy spreadsheets or searching for new technologies to enhance learning, Sergio plays the guitar, soccer with friends, and enjoys the amazing food and places of his beloved country.Felipe Muñoz-JaramilloFelipe Muñoz-JaramilloGamification Designer
Felipe is a nationally recognized Author, Innovator, and Designer in gamification and behavioral design, with 16 years of experience specializing in Digital Marketing and Business Development. He is currently a Gamification Consultant for The Octalysis Group where he has worked on a variety of projects from VR ecosystems and GDPR compliance processes, all the way to digital healthcare and diagnosis.
Prior to The Octalysis Group, Felipe spent 12 years leading and helping businesses, universities, and governments thrive and reach their marketing goals using diverse methodologies like Growth Hacking and Gamification. His consultancy Growing Pains Guru has helped clients to achieve outstanding KPIs including a 400% increase in online sales within a few months as well as consistent 10% conversion rates for digital ads. He designed gamification projects for the Ministry of Education, as well as the Ministry of ICTs in Colombia, empowering the learning process for over 500,000 students in public schools. Felipe was also the Content Director & Head of Growth for Mi Wifi, helping the company monetize its 100,000 customers database.
From 2010 – 2017, he co-founded and led the multidisciplinary Design Studio LED, where he spearheaded their social media and digital marketing strategies. During this time, he was Executive Producer of the Vinyl Project, recycling old vinyl records to sustainably produce many novel items. The Vinyl Project received national acclaim and Felipe was interviewed in national TV shows and media for the innovation and sustainability the project demonstrated. Prior to LED, Felipe also led the entire digitization process for the German NGO Friedrich-Ebert-Stiftung (FES).
Felipe is also the author of a variety of fictional books and pieces of literature, including the Zombie apocalypse novel Control Z (published in 2014 by the French Publisher Vivants) as well as several science fiction narratives, including El Ser Dios, which was later added to the “Colombian Fantastic Tale Anthology” compilation by Sergio Arboleda University. Felipe has a Master’s Degree in Literature at the Universitat Autonoma de Barcelona, a top university in Spain, as well as a bachelor’s degree in Social Communications & Journalism, specializing in Media and Film from Pontificia Universidad Javeriana.
Felipe has been a gamer for more than 30 years, and still to this day he loves to play any type of videogame to analyze it from a Gamification perspective.