Due to the COVID-19 situation in Thailand, this course will be held online.

4 modules

Gamification Design: Creating Fun and Engaging Experiences

Online Streaming

25 Apr – 16 May 2020

4 Weeks (Saturday)

Status: Available

Join the Agoda Gamification Design Challenge

Agoda is offering 3 exclusive full scholarships (15,000 THB each) to UX/UI designers

 who want to boost their skills in Behavioural Science and Game Psychology and apply what learned in a business challenge.

As a scholarship recipient, YOU will get a chance to:

1. Get mentored on a weekly basis by Agoda’s Senior Designers
2. Get extra feedback and resources from course instructors
3. Learn about Agoda’s company culture

4. Build your portfolio and your network
5. Pitch your ideas to Agoda’s Design leadership team
6. Potentially, join Agoda as a full-time employee.

Agoda is part of Booking Holdings group, which is the biggest travel group in the world. In a rapidly evolving tourism industry, new trends are appearing and taking hold all the time. This is the perfect time to work on projects for Agoda and the reason why is our products (Website, App and others) are being used by millions of people every day and our style of working is very data driven and we embrace the diversity of different cultures.

Course Overview

If two products have  similar offerings and features, what differentiate them? 

The experience.  

However, creating intuitive and user-friendly experiences is no longer enough. We live in a world where customers and employees expect delightful experiences and compelling journeys. 

Some companies (e.g Duolingo) own their success in thoughtfully adopting Gamification as a competitive strategy. And most successful companies (such as Shopee, Grab, Apple, Airbnb and many more) are learning from games to create delightful products and marketing campaigns… Why? 

Because game designers have mastered the “art of engagement”. Business and UX designers, marketing and product managers can reverse-engineer successful games and apply these techniques to create delightful experiences.

The 2-week hands-on training program will introduce the topic of Gamification Design and teach participants how to use some of the most effective tools to design engaging, fun and potentially addictive experiences for their audiences.

At the end of the course, participants will know:

  • The foundations of game psychology and behavioural science to design engaging experiences;
  • How to Ideate and brainstorm ideas to initiate a Gamification design project;
  • How to move away from simple game techniques (such as Points, Badges and Leaderboards).
  • How to think strategically about Gamification to impact business metrics in the context of both digital and analog services and experiences.  

Core Instructors



TDC Director and Behavior Design & Gamification expert

Massimo is a university instructor at the Design, Business & Technology Management (DBTM) international program at Thammasat Design School (TDS) and Thammasat Business School (TBS).  

He is an expert in the new fields of behavioral science and gamification, and its application in the design field. Massimo was also Head of Asia-Pacific at the Octalysis Group – one of the world’s leading Gamification agencies.

In addition to help companies and organisations create engaging experiences, Massimo is a regular speaker at design, marketing and innovation conferences and seminars across Asia, including the Bangkok Design Week 2018 (Thailand Creative & Design Center), the Design Management Institute (DMI), StarFlow, the Change Festival (Times of India) for Marketers, and Corporate Innovation Summit 2019 (RISE). 

He was recently appointed as a Director of Thammasat Design Center (TDC) the new flagship program that aims to build a new world-class Design School for professionals in Thailand.



Behavioural Science Lead at Grab

Preeti Kotamarthi is the Behavioural Science Lead at Grab, the leading ride-hailing and mobile payments app in South East Asia. She has set up the behavioural practice at the company, helping product and design teams understand customer behaviour and build better products. She completed her Masters in Behavioural Science from the London School of Economics and her MBA in Marketing from FMS Delhi. With more than 6 years of experience in the consumer products space, she has worked in a range of functions, from strategy and marketing to consulting for startups, including co-founding a startup in the rural space in India. Her main interest lies in popularising behavioural design and making it a part of the product conceptualisation process.



PhD, CEO and Co-Founder of Winstate, Author, Former Digital Transformation Lead, Volkswagen Group

Thomas Lindemann is an author, serial-entrepreneur and keynote speaker.He lectured at various universities such as the Berlin School of Economics and Law and the University of Muenster in Germany as well as at companies such as the Volkswagen Group, Burda and Porsche.Thomas has a PhD in Behavioural Science and published several books about media science and communications.In addition to his experience at international companies and consultancies, Thomas has founded several companies, one of which is his recent startup Winstate that he is currently managing as CEO.

This unique class is really useful and practical.

I’ve known Massimo since 2018 from his class in Gamification. It was my first hands-on experience on behavioural design. We met again in 2020 when NocNoc was looking for a way to up-skill our team. This unique class is really useful and practical. Massimo is the behavioural design expert who could guide and ignite the learner spirits in each of us.

Chonlak Mahasuvirachai

Co-Founder and CEO at NocNoc.com

Become a Certified Gamification Designer

Fully Certified Program by
Thammasat University

Who should attend​

Tech Product Managers

who want to differentiate their products.

Marketing Managers

who want to change the way the value of their products and offerings is communicated.

UX/UI and Service Designers

who want to learn how to craft experiences that engage their audiences.

HR Managers

who want to learn how to engage their employees with gameful experiences.


who want to turn their passion for games into profitable career as a gamification consultant.

Why You’ll Love Learning Here​


Interactive & intimate classes with direct feedback from instructors


Solve real-world problems that are directly applicable to your work


Taught by real professionals in the field & university academics


Make life-long connections with like-minded professionals


All workshops are either on weekends evening or weekday in central Bangkok

Module 1

Saturday, 25th April 2020

Gamification Design Level 1:

What Gamification is, and is not

Gamification is often misunderstood and equated to creating games into existing digital experiences, and often reduced to its simplistic game techniques, notable points, badges and leaderboards. This session will debunk such myths, and introduce the foundational knowledge in psychology to understand the power of gamification to move people.

  • The myths about gamification; 
  • Gamification across fields: Marketing, UX/UI, HR, and Public Policy;
  • Motivational Psychology and Behavioral Science fundamentals; 
  • The Octalysis Framework: the 8 core drives of motivation;
  • The Hook model: from habits to addictions.


Massimo Ingegno

Director of TDC, Gamification and Behaviour Design expert

Module 2

Saturday, 2nd May 2020

Gamification Design Level 2:

Auditing an experience

Learning how and why certain products, policies, and marketing campaigns fail or succeed is key to becoming a Gamification designer and consultant. Students will learn how to reverse engineer and analyse existing case studies from a motivational perspective as well as how to get ideas from successful games.

  • Some of the most powerful Game Techniques;
  • How to analyse an existing experience from a motivational perspective;
  • How to keep learning by playing games.

Guest speaker's topic

Gamification at Grab. What can we learn?


Massimo Ingegno​

Director of TDC, Gamification and Behaviour Design expert​

Preeti Kotamarthi

Behavioural Science Lead at Grab

Module 3

Saturday, 9th May 2020

Gamification Design Level 3:

The Gamification Design Process

Besides being able to audit an experience, a gamification designer needs to have an effective process in place to optimise it or create new engaging experiences from scratch. This session brings together all the knowledge from the previous session, to make it highly implementable. Moreover, students will learn how to pitch their ideas effectively, without using jargon. 

  • The gamification design process: from business objectives to solutions,
  • Additional tools, to perfect Gamified experiences; 
  • How to pitch effectively to clients and managers their ideas.

Guest speaker's topic

The Behavioural Science of Loyalty Programs


Massimo Ingegno​

Director of TDC, Gamification and Behaviour Design expert​

Thomas Lindemann

PhD, CEO and Co-Founder of Winstate, Author, Former Digital Transformation Lead, Volkswagen Group

Module 4

Saturday, 16th May 2020

Gamification Design Level 4:

Gamification for Good and Ethics

There is no doubt that Behavioral Science and Gamification are powerful ways to influence behaviour. But how ethical are such techniques? When is that “good” design, and when is that “evil” design? And How can Gamification help us create a better world? Through a debate, learners will be able to build their own opinions and design their ethical design guidelines. Participants will also get to know examples of how to use Gamification “for good”, from gaining financial freedom to improve heath.
  • The ethical dimension of Gamification design;
  • How to create ethics guidelines for their projects;
  • Successful examples of how to use Gamification for the betterment of society.


Massimo Ingegno

Director of TDC, Gamification and Behaviour Design expert

Special Session

Friday, 22nd May 2020

This session will be held should the COVID-19 situation be stabilised by then. A decision will be made before the end of the course.

Exclusive Garena Special talk:

An insider's view of the Gamers' Community in Thailand

Garena is an online game and social platform, through which, users can access popular and engaging mobile and PC online games that we curate and localize for each of our seven markets. Garena is the exclusive operator of each of these games in Greater Southeast Asia. Examples of some of the games that Garena operates include League of Legends, FIFA Online 3, Point Blank, Blade & Soul and Arena of Valor. Garena is also a leading advocate and organizer of eSports events in Greater Southeast Asia, which strengthens our game ecosystem and increases user engagement.


Putting theory into practice

Become a Certified Gamification Designer

15,000 THB

Application will be closed on 19th April

Behavioural Design & Gamification Thailand

Are you applying as a company?



27,000 THB

a person



25,500 THB

a person



24,000 THB

a person

Confirmed Participants