Gamified Labs

What Gamified Labs does

Gamified Labs (legal entity: Gamified Labs Inc.) is a privately held B2B gamification consultancy and interactive media agency founded in 2011 and headquartered in Halifax, Nova Scotia, with operational headquarters in Salmiya, Kuwait (established after relocating from Dubai in 2014). The company self-positions as MENA's first gamification-focused technology company and offers a portfolio spanning gamification consultancy, WSI Digital Marketing representation across the GCC, interactive media development (web/mobile applications, 2D/3D and VR/AR games, animation, e-commerce), UX/UI design, and a dedicated R&D division covering educational technology, AI, blockchain, and IoT. Its core productized assets include the GamifiedHR platform (gamified recruitment with video cover letters, KPI challenges, leaderboards, and analytics dashboards), Gamified Marketing modules (loyalty, competitions, behavioral incentives), Innovation Platforms for idea management, and Gamified Collaboration tooling.

The company operates on a professional services and project-based revenue model — primarily consulting, custom development, and channel delivery of WSI digital marketing services — with one-time licensing mentioned for educational technology products. Go-to-market is enterprise and mid-market field sales driven by website quote requests, direct phone and email outreach, and inbound from the WSI global partner network spanning 80+ countries. Customer concentration sits on named anchor accounts such as National Bank of Kuwait (WebAward 2017 winner) and Tivoli, supplemented by a visible logo wall of 20+ enterprise clients. Development work targets over 27 publishing platforms including mobile, console, PC, smart TV, and smart watches.

The firm employs 11–50 people across its offices, with leadership anchored by founder/CEO Ahmed El Rayes (London Business School Executive MBA, computer scientist background, prior founder of YallaScore!), plus named heads of UX/UI, digital marketing, and game development. Ownership is concentrated in the founder with no disclosed institutional investors, parent company, subsidiaries, mergers, acquisitions, or funding rounds in the source record. Partnerships span Microsoft, Kentico, DNN, Cogeco Peer 1, MapsPeople, and gShift in addition to the strategic WSI channel relationship.

Name

Gamified Labs

Legal name

Gamified Labs Inc.

Website

https://gamifiedlabs.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Gamified Labs is a privately held MENA-focused B2B gamification consultancy and interactive media agency offering gamification strategy, HR and marketing gamification platforms, WSI digital marketing representation across the GCC, custom web/mobile/VR/AR development, and educational technology R&D for enterprise and mid-market clients.

Ownership category

akta.pro rank

Product category

Gamification Consulting Services

NAICS

Custom Computer Programming Services (541511), Other Scientific and Technical Consulting Services (54169), Scientific Research and Development Services (5417)

SIC

Services-Computer Programming Services (7371), Services-Management Consulting Services (8742)

akta.pro primary industry

Game-Based Learning & Gamification Authoring (EDAFAHAF)

Keywords

• Gamification consulting services
• Interactive media development
• Digital marketing services
• Educational technology solutions
• Custom software development

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Gamification Consultancy Services: Business consultancy analyzing business needs and recommending gamification techniques to boost business performance. Includes internal gamification (employee incentive schemes) and external gamification (customer retention and engagement).
2. WSI Digital Marketing Services: As WSI Digital Marketing representative in GCC region - provides digital marketing services including responsive web development, SEO, social media management, PPC, content marketing, mobile marketing, and email marketing.
3. Interactive Media Development: Custom development of web applications, mobile applications, games, VR/AR experiences, animation, and e-commerce solutions for clients.
4. UX/UI Design Services: User experience and user interface design services for websites and applications, including competitor analysis, customer analysis, wireframing, prototyping, and visual design.
5. Educational Technology Products: Educational games, gamified e-learning platforms, gamified collaboration tools, and innovation platforms developed and potentially sold/licensed to educational institutions.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Gamified Labs provides gamification consultancy, custom interactive media development (web applications, mobile applications, games, VR/AR experiences, animation, e-commerce), UX/UI design services, digital marketing services as the WSI GCC representative, and R&D in educational technology, AI, blockchain, and IoT. The company delivers bespoke software, platforms, and consulting engagements to enterprise and mid-market clients in the MENA region and beyond.

Product overview

Gamified Labs is MENA's first and leading gamification-focused technology company offering a portfolio of services and platforms. The core offerings include Gamification Consultancy (encompassing GamifiedHR and Gamified Marketing modules), WSI Digital Marketing partnership, Interactive Media Development (web/mobile applications, games, animation, e-commerce, VR/AR), UX/UI Design, and R&D (Educational Technology, AI, Blockchain, IoT). Their proprietary platforms include GamifiedHR for talent acquisition gamification and Gamified Marketing for consumer engagement solutions. The R&D division produces specialized offerings including Educational Games, Gamified E-Learning, Gamified Collaboration, and Innovation Platforms. Development services span 27+ platforms including mobile, console, PC, smart TV, and smart watches.

Differentiator

Problem solved

Functional benefit

Brands

• GamifiedHR: First of its kind platform adding gamification elements to job hunting and employee finding process, integrating video cover letters and rewarding user behavior
• Gamified Marketing
• gShift

Products and services

• Gamification Consultancy Strategic consulting service that analyzes business objectives, user engagement levels, and pain points to recommend gamification techniques, including internal employee incentive schemes and external customer engagement/loyalty programs for enterprise and mid-market organizations.
• WSI Digital Marketing Services Digital marketing services delivered as the WSI GCC representative across UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman. Covers responsive site development, SEO, social media management, PPC, content marketing, mobile marketing, email marketing, and analytics for businesses in the MENA region.
• Interactive Media Development Custom development of web applications, mobile applications, 2D/3D/VR/AR games, animation, and e-commerce platforms. Includes game publishing to 27+ platforms (mobile, console, PC, smart TV, smart watches), story development, character design, gameplay mechanics, and Bartle Taxonomy player analysis.
• UX/UI Design Services User experience and interface design services for websites and applications, including competitor and customer analysis, wireframing, prototyping, iterative testing, and visual design covering layout, typography, color schemes, imagery, and video.
• Research & Development (R&D) Research and development division focused on educational technology, artificial intelligence, blockchain, and IoT innovations. Delivers gamified learning solutions, AI/ML exploration, blockchain applications, smart device integration, educational games, gamified e-learning, and gamified collaboration platforms.

Quantifiable outcome

• Gamification increases time on site by 8x

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature7 records

Partnerships

One partnership is on record.

• WSI Digital MarketingcoreChannel Partner/ Reseller/ DistributorGamified Labs represents WSI Digital Marketing in the GCC region through WSI GCC in countries including UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman. WSI is the leading and largest Digital Marketing company network in the world with offices in over 80 countries, having served more than 30,000 clients and won 64 WMA Web Awards.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Centrical: Employee engagement and performance gamification platform used by enterprises to drive productivity, learning, and retention. Closely comparable to Gamified Labs' internal/HR gamification services and GamifiedHR platform.
• Funifier: Gamification platform providing points, badges, leaderboards, challenges, and analytics for enterprise engagement. Directly comparable to Gamified Labs' Gamified Marketing and GamifiedHR offerings, competing for the same enterprise gamification budget.
• Mambo.io: Gamification-as-a-service platform for marketers and product teams, offering ready-made mechanics and APIs. Comparable in targeting enterprise marketing and engagement use cases similar to Gamified Labs' Gamified Marketing proposition.
• Influitive: Advocate marketing and customer engagement platform using gamification, challenges, and rewards to mobilize customers. Overlaps with Gamified Labs' customer engagement, loyalty, and gamified marketing offerings.
• Bunchball (BI WORLDWIDE): Pioneer enterprise gamification platform (Bunchball Nitro) for customer loyalty, employee engagement, and sales performance — acquired by BI WORLDWIDE. Competes head-to-head with Gamified Labs' gamification consultancy and platform offerings.
• WSI (other franchisees): Other WSI Digital Marketing franchisees operating the same reseller/agency model in different geographies. Most direct structural peers given the shared business model, services portfolio, and reliance on the WSI brand and network.

Broad incumbents

• Dentsu / Publicis digital consulting: Large global marketing services and digital transformation groups (e.g., Dentsu, Publicis, WPP) with broad digital marketing, CRM, and engagement practices. Represent the scaled incumbent competition for enterprise digital marketing and engagement mandates.
• Badgeville (SAP): Enterprise gamification platform acquired by CallidusCloud (now SAP). Now embedded within SAP's broader CX/HR suite, representing a large incumbent competitor that bundles gamification into a much wider enterprise software portfolio.

Regional players

• Smartico: Gamification and CRM automation platform primarily serving iGaming operators, with strong MENA and emerging-market presence. Regionally adjacent peer given overlap in gamified customer engagement and MENA market footprint.

Emerging players

• LevelEleven (Highspot): Sales engagement and performance gamification platform, acquired by Highspot. Comparable to Gamified Labs' gamification work for sales/marketing teams and incentive scheme design.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/GamifiedLabs
• Facebookfacebook.com/gamifiedlabs
• LinkedInlinkedin.com/company/gamified-labs

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gamified Labs