The Future of Engagement Is Human, Not Hacked.
We design engagement that uplifts, not exploits — blending gamification, AI, and behavioural science to create experiences that build trust, motivation, and measurable impact.
We help organisations design engagement that lasts
Engagement should feel meaningful — not manipulative.
We combine game thinking, behavioural science, and ethical AI to help organisations strengthen motivation, learning, and connection.
Engage your audience with interactive quizzes, challenges, and gamified campaigns. Ideal for marketing, retail, media, training, and public engagement.
Used by: Dagen, Coop, media houses, retailers, educators.
A clear analysis of your digital experience — measuring motivation, clarity, inclusion, accessibility, and behavioural impact.
You get a practical scorecard + improvement roadmap.
Strategic roadmaps that help you understand your audience, define motivation triggers, and design engagement systems that work — for people and performance.
Perfect for: marketing, HR, operations, learning, and product teams.
Custom-designed games that build skills, transform behaviour, improve collaboration, and make learning stick.
From leadership development to onboarding and change management — we design experiences that get results.
Workshops, masterclasses, and talks delivered by An Coppens — bringing gamification, behavioural science, and ethical AI to life for teams and leaders.
Who we work with
Marketing & Customer Experience Teams
Create campaigns, funnels, and interactive experiences that attract audiences, increase participation, and generate measurable engagement.
HR, Learning & Development Teams
Build motivation, learning and behaviour change through serious games, playbooks, and AI-supported engagement design.
Product Designers & Product Owners
Integrate ethical gamification and AI personalisation into your products to improve user experience, retention, and long-term engagement.
Engagement That Delivers Results — and Respect.
We partner with forward-thinking organisations to create engagement that inspires action and builds long-term trust.
Engagement should serve humanity, not algorithms.
Too much of today’s engagement is built on manipulation and attention tricks.
We take a different approach.
Our Manifesto outlines how we design with ethics, empathy, inclusion, and feminine intelligence — supported by behavioural science and AI.
Play with Purpose. Design with Empathy. Grow with Intelligence.
Founded by An Coppens, Gamification Nation brings over a decade of expertise in behavioural design, game thinking, and engagement strategy.
Our work has supported organisations across Europe and the world — from media and retail to learning, leadership, and public sector engagement.
We are proud to be a female-led company driving the European movement for ethical, human-centred engagement.
Our Awards and accolades
Insights on gamification, AI, behavioural science, and ethical design
-
Why Engagement Must Come First: Introducing the EARN Framework for Long-Term Customer and Employee Success
With Ai content flooding all our channels, engaging people has never been harder and also never more important. Whether you’re trying…
-
How Gamification Adds the Missing Motivation Layer to your Chatbot
Discover how gamification transforms AI chatbots from passive tools into powerful engagement engines that drive customer loyalty and employee motivation.
-
Gamification, AI, and the EU Accessibility Act: What Businesses Need to Know Now
Inclusion Is No Longer Optional—It’s the New Standard As business decision-makers explore the exciting potential of AI and gamification to elevate customer and employee engagement,…
-
How to Recognise if Content Is Created by AI or Manipulators of Social Media Messaging
After my recent revised article on gamified journalism which also touched on artificial intelligence (AI) tools, I felt it important to…
-
Gamified Journalism: How Interactive Storytelling is Evolving the News
In 2014, I explored the emerging trend of gamified journalism in my blog post “Gamification Stuff We Love: Gamified Journalism.” Inspired by innovative…
-
How To Decide If A Chatbot Or Ai Agent Is Helpful For Your Business
Chatbots and AI agents have become common on websites and in customer service, but they can also be useful in marketing,…
Ethical gamification is engagement design that motivates users without manipulation. It focuses on inclusion, trust, and meaningful outcomes.
Marketing teams, HR & learning leaders, operations, public sector, small businesses, and product designers looking to add gamification or AI to their products.
We provide AI + gamification playbooks which includes strategy design and actionable next steps, serious game design, ethical engagement audits, team training, and gamified campaigns with Playerence.
Yes. We work with product teams to design ethical engagement loops, user journeys, motivational systems, and AI-supported experiences.
We start with an AI playbook, which includes an audit and workflow analysis to identify where AI may save time or fast track productivity as well as where humans need to be in the loop. Then we outline your options and can offer chat bots, agents and workflow implementations.
