International Gamification for Business conference

gaming conference

19 June 2015

Serious games experts from around the world will be meeting to debate the theory and practice of “gamification” in business at a major conference in Birmingham in September 2015.

Gamification uses game design techniques in a non-gaming context as a tool to engage employees and customers to change behaviours, develop skills and drive innovation.

The inaugural International Gamification for Business conference will be held at the Innovation Birmingham campus on 21 and 22 September. This year the conference will focus on the strategic applications of gamification in industry.

The conference is hosted by Aston Business School in partnership with the Advanced Manufacturing Research Centre (Sheffield), with the support of the Engineering and Physical Sciences Research Council.

Professor Tim Baines, director of the Aston Centre for Servitization Research and Practice at Aston Business School, said:

“Gamification offers an exciting opportunity for the business community.  It has the potential to transform the education, skills and motivation of workers across all sectors, and significantly impact the competitiveness of firms worldwide.

“However, much of the business community hasn’t yet embraced this innovation, and major gulfs exist between games designers, business leaders, researchers and practitioners.  

This conference sets out to accelerate the adoption of gamification in business as an education tool by bringing together the research, development and business communities to focus on innovations in serious games and gaming techniques for real-life industrial applications.” 

For more information about the conference and to register, visit the website.


For further media information please contact Alex Earnshaw, Aston University Communications on 0121 204 4549 or