A gamification expert on player types, co-creation, ethical engagement and building humane apps.

Pete Jenkins, a gamification consultant and university lecturer, explains gamification as stealing the engaging parts of games to change real-world behaviour by applying motivational and psychological theories. He walks through Andrzej Marczewski's player type hexad, the importance of designing player journeys and pre/post experiences, co-creation to drive adoption, and play-testing over heavy build. The discussion turns ethical: the Social Dilemma, data misuse, privacy by design, and why long-term gamification must be voluntary and purpose-driven to work, using examples from Disney, Santander and his own conference apps. They close on gamification for good, digital wellbeing and mixing generalists and specialists to spark innovation.

**In this episode:**

**Guest:** Pete Jenkins — Gamification Consultant & Founder, GAMIFICATION+ / GamiFi  

> “We steal the best bits of games, the stuff that really draws your attention in, and then we see what of that we might be able to use in the real world to change people's behaviors.”

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