What Gamification Nation Ltd. does

Gamification Nation Ltd. is a UK-headquartered gamification design and AI-personalisation consultancy founded in 2012 by An Coppens, operating dual legal entities in London (Companies House 08145023) and Stockholm (Gamification Nation Europe AB). The company combines behavioural science and game psychology with AI personalisation to design engagement experiences for client organisations, positioned against what it describes as a €50 billion European engagement market. Its core methodology is the proprietary EARN (Engage, Attract, Retain, Nudge) framework for sustained engagement and the PROVE IT framework for learning outcomes, both delivered through productised playbooks and bespoke engagements.

The company's primary product is Playerence, an AI-powered gamified quiz SaaS platform supporting four experience types — gamified knowledge quizzes, personality and product recommenders, advent calendars, and assessment/learn-and-earn quizzes — with tiered subscriptions from €27/month for Small Business to €1,597/month for Done For You. Around the platform, Gamification Nation sells five strategic playbooks (Habit Building, Curiosity & Awareness, Shopping & Conversion, Trust & Loyalty, Learner Results) priced from €97 to €2,497, a cohort-based Group Programme at €2,497, a Done With You coached pathway from €5,997, and bespoke Done For You engagements from €10,000+, plus a £497 AI Content Sprint and half-day workshops from €5,000.

Go-to-market is sales-led via discovery and strategy calls targeting L&D/HR leaders, marketing/growth teams, product and UX designers, customer success leaders, and founders across European markets, supplemented by a self-serve PLG funnel through Playerence subscriptions and DIY playbooks, and content marketing across a 140+ page blog, podcast, and six social channels. Named customers include Chubb, SJ (Swedish National Rail), MSD, Royal Navy (via Qinetiq and DASA), 5app, and a leading Swedish financial services provider, with documented outcomes such as 173,000 election-quiz plays, 95% knowledge retention after one month, and 80% increase in sales agent confidence.

Name

Gamification Nation Ltd.

Legal name

Gamification Nation Ltd.

Website

https://gamificationnation.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Gamification Nation Ltd. is a UK and Sweden-based gamification design and AI-personalisation consultancy that helps European organisations improve employee, customer and learner engagement through its proprietary EARN and PROVE IT frameworks and AI-powered Playerence SaaS platform.

Ownership category

akta.pro rank

Product category

Gamification Consulting and Engagement Software

NAICS

Software Publishers (5132), Advertising Agencies (541810), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742), Services-Advertising Agencies (7311)

akta.pro primary industry

Game-Based Learning & Gamification Authoring (EDAFAHAF)

akta.pro secondary industries

Gaming & Interactive Entertainment Personalization (HDAAAGAF), Digital Marketing Strategy & Channel Mix Advisory (MPAAAFAF)

Keywords

• Gamification strategy consulting
• AI engagement design
• Serious game development
• Behavioral science services
• Employee engagement solutions

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Gamification & AI Playbooks (DIY & Guided): Fixed-fee digital and guided implementation playbooks covering five engagement challenges: Habit Building, Curiosity & Awareness, Shopping & Conversion (EARN), Trust & Loyalty, and Learner Results (PROVE IT). Sold at tiered price points from €97 (digital guide) to €997 (DIY guided) per playbook.
2. Group Programme: Cohort-based guided programme where up to 12 companies work through one Playbook in four weekly live sessions with An Coppens, including peer learning and individual feedback. Priced at €2,497 per company.
3. Done With You Pathway (Coached): Coached programme with live coaching sessions, step-by-step playbook creation framework, feedback on drafts, templates, behavioural insights, inclusive design guidance, and 60 days of async support. Priced from €5,997 depending on scope.
4. Done For You Pathway (Bespoke): Full strategy design and delivery including engagement strategy, gamified experiences on Playerence, AI workflows, CRM integration, and ongoing optimisation. Priced from €10,000+ depending on scope.
5. AI Content Sprint: Two-week engagement content sprint delivering content aligned with chosen outcomes and brand voice. Priced at £497.
6. Half-Day Workshop: Team workshop covering basics, prototype or workflow build, and a playable proof of concept. Priced from €5,000.
7. 12-Month Ongoing Programme: Ongoing combined strategy and implementation with monthly new campaigns, AI optimisation, and engagement measurement.
8. Playerence SaaS Platform: AI-powered gamified quiz platform offered as SaaS with tiered subscription plans ranging from Solopreneur (€47/mo) to Enterprise (from €597/mo) to Done For You (€1,597/mo). Supports unlimited quizzes and completions depending on tier.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels11 records

Core offering

Gamification Nation designs and delivers AI-powered gamification strategy and engagement experiences for organisations. Its core combines proprietary engagement frameworks (EARN for full-lifecycle engagement and PROVE IT for learning outcomes) with the Playerence SaaS quiz platform and bespoke consulting, serious game design, and AI workflow services. Offerings are sold on a tiered basis from digital self-serve playbooks to fully bespoke Done For You engagements targeting L&D, HR, marketing, customer success, and product teams across Europe.

Product overview

Gamification Nation Ltd. offers a combined gamification + AI methodology for ethical, human-centred engagement design. The product portfolio centres on Playerence, an AI-powered SaaS quiz platform (from €27/month), complemented by five strategic Gamification & AI Playbooks (Habit Building, Curiosity & Awareness, Shopping & Conversion/EARN, Trust & Loyalty, Learner Results/PROVE IT) available at tiered price points from free summaries to €2,497 group programmes. Service delivery extends through coached Done With You Pathways (from €5,997) and bespoke Done For You Pathways (from €10,000+), alongside à la carte offerings including AI Content Sprint (£497), Half-day Workshops (from €5,000), Serious Game Design, and AI Consultancy. The company positions gamification without AI as plateauing and AI without gamification as hollow, emphasising their combined approach for 'purpose loops, not dopamine loops.'

Differentiator

Problem solved

Functional benefit

Brands

• Playerence: AI-powered gamified quiz platform for European brands, offering lead generation, customer segmentation, event engagement, and employee onboarding solutions. Plans range from €27/month for small business to €597/month for enterprise.

Products and services

• Playerence EU-hosted, GDPR-compliant AI-powered gamified quiz platform enabling four experience types (gamified knowledge quizzes, personality and product recommenders, advent and countdown calendars, and assessment / learn-and-earn quizzes) for European brands and agencies.
• Gamification and AI Playbooks Five proprietary strategic playbooks covering distinct engagement challenges (Habit Building, Curiosity and Awareness, Shopping and Conversion, Trust and Loyalty, and Learner Results), each offered as a self-serve digital guide, DIY guided implementation, or cohort programme.
• Done With You Pathway Coached engagement programme in which Gamification Nation guides client teams step-by-step through building their own Playbook across multiple engagement challenges, including live coaching, templates, behavioural insights, inclusive design guidance, and 60 days of async support.
• Done For You Pathway Flagship bespoke engagement where Gamification Nation designs, builds, and deploys the full solution — engagement strategy, gamified experiences on Playerence, AI workflows, CRM integration, and ongoing optimisation — for medium to large organisations with complex engagement challenges.
• AI Content Sprint Two-week engagement content generation engagement producing content aligned with the client's chosen outcome and brand voice across social channels.
• Half-day Intensive Workshop Facilitated team workshop in which participants learn gamification basics, build a prototype or workflow, and leave with a playable proof of concept for their engagement challenge.
• Serious Game Design Custom design and development of serious games — board games, digital games, and interactive experiences — for learning, recruitment, marketing, and engagement objectives.
• AI Consultancy AI readiness and adoption consulting covering strategic AI audits (AI Playbook), chatbot and AI agent design, custom GPT creation, prompt engineering training, and workflow automation.

Quantifiable outcome

• 90% completion rate in gamified learning vs 25% non-gamified
• +5 more outcomes

Named customers11 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability8 records

Feature4 records

Partnerships

Four partnerships are on record, tiered minor.

• 5appminorStrategic or Co-development PartnerStrategic consulting partnership where Gamification Nation provides gamification strategy expertise to 5app's product and client engagements. Gill Frood, Head of Marketing at 5app, described An Coppens as providing 'a refreshingly different perspective to our strategy work, adding value throughout the lifetime of the project.'
• QinetiqminorStrategic or Co-development PartnerCollaboration on gamification of learning pilot demonstrators for Royal Navy, part-funded by DASA. Gamification Nation designed several pilot demonstrators illustrating gamification of learning in collaboration with Qinetiq.
• DASA (Defence and Security Accelerator)minorStrategic or Co-development PartnerPartnership through part-funding of gamification of learning pilot demonstrators for Royal Navy defence training.
• Stockholm Tech FestminorStrategic or Co-development PartnerPitch Reality board game — designed to address gender bias in investment pitch questioning — was developed and validated at the Stockholm Tech Fest Hackathon, winning the Stockholm Invest category.

Scale indicators16 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Spinify: Sales gamification SaaS platform with AI-powered leaderboards and motivation mechanics. Comparable because it sells into similar enterprise use cases (sales enablement, employee engagement) using gamified mechanics and AI personalisation on subscription.
• Mambo.io: European-hosted gamification marketing platform for lead generation and engagement campaigns using quizzes, wheels, and contests. Closely comparable on product scope, EU regulatory positioning, and customer base overlap.
• Centrical: Employee engagement and customer gamification SaaS platform that uses AI-driven personalised journeys, similar in positioning to Gamification Nation's Playerence and EARN framework for retention and motivation use cases.
• The Gamification Company: Gamification design consultancy offering strategy, design, and implementation services to enterprise clients. Most direct comparable on the services side, with similar playbook/framework methodology and target customers.

Broad incumbents

• Hoopla: Sales gamification and motivation platform with leaderboards and AI-powered recognition. Comparable in the sales-enablement gamification niche where Gamification Nation also wins work (Chubb cyber insurance sales confidence case).
• Kahoot!: Publicly listed learning engagement and gamification platform used heavily in L&D, training, and education. Comparable on gamified assessment and learning use cases but operates as a broad incumbent with a much larger product surface than Gamification Nation.
• Bunchball (now Blackbaud / BI WORLDWIDE): Legacy enterprise gamification platform for employee and customer engagement. Comparable on the gamification platform layer targeting L&D and marketing use cases, though typically embedded inside larger incentive and loyalty programmes rather than sold as a stand-alone SaaS.
• Maritz Motivation / ITA Group: Large incumbent incentive, engagement, and loyalty solutions provider. Comparable on customer engagement and loyalty programme design, though delivers broader incentive-based programmes rather than AI-personalised gamification.

Emerging players

• Piktochart: Visual content and quiz/infographic platform with AI-assisted generation. Partial overlap where Gamification Nation sells quiz-based lead generation and assessment campaigns to marketing teams.

Others

• Octalysis Media: Gamification framework and education company built on Yu-kai Chou's Octalysis framework. Comparable as a competing proprietary gamification methodology that enterprises might evaluate against Gamification Nation's EARN framework.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/gamificationnation
• LinkedInlinkedin.com/company/gamification-nation
• Pinterestpinterest.com/gamificationnation
• Xx.com/gamificationnat

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Gamification Nation Ltd.