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

20 Jun – 11 Jul 2020

4 Weeks (Saturday)

15,000 THB

Status: Available


Feb 2021

4 Weeks

30,000 THB

Status: opening soon

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.



Phd Gamification Design, Senior Lecturer University of Auckland, Co-founder of Eat More Pixels

Zac is an established thought leader in the space of gamification, motivation and engagement design. He earned one of the world’s first PhDs in gamification design and now helps companies use gamification to make digital products, workplaces, and education more engaging.

Zac speaks at conferences and companies around the world. He’s provided gamification design and education services for businesses, governments and associates around Australia, including QSuper, QLD Government, SA Government and CUA.



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

What Our Students Shared


Gamification Design

TDC is offering 2 scholarships, covering 100% 

of the tuition fee (15,000 THB each)

>>> Application Deadline: June, 6th 2020 <<<

Module 1

Saturday, 22nd June 2020

Gamification Design Level 1:

Foundations: Motivation Science, Behavioural Science and Game Psychology

Gamification is often misunderstood and equated to adding games into existing digital experiences, and often reduced to its simplistic game elements (such as 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 and influence people.

  • The 5 myths about gamification; 
  • Motivational Psychology and Behavioral Science fundamentals; 
  • The Octalysis Framework: the 8 core drives of motivation;
  • Gamification is everywhere: Marketing, UX/UI, HR, and Public Policy;


Massimo Ingegno

Director of TDC, Gamification and Behaviour Design expert

Module 2

Saturday, 27th June 2020

Gamification Design Level 2:

Game Elements, Rewards and the User Journey

This session uncovers some actionable and proven gamification techniques, including the different types of rewards designers can use in different phases of the customer journey. Learners will also practice on how to reverse engineer and analyse existing case studies from a motivational perspective.

  • Some of the most powerful Game Techniques used by leading companies, such as Shopee, Airbnb, Grab and Agoda;
  • The different types of rewards;
  • How to analyse an existing experience from a motivational perspective;
  • Habit-forming technology: Crafting Engagement loops;

Guest speaker's topic

Gamification in the Asian context. What can we learn from Grab?


Massimo Ingegno​

Director of TDC, Gamification and Behaviour Design expert​

Preeti Kotamarthi

Behavioural Science Lead at Grab

Module 3

Saturday, 4th July 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; 
  • The Achievement Design Canvas;

Guest speaker's topic

Loyalty 3.0: 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, 11th July 2020

Gamification Design Level 4:

Gamification 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.

Guest speaker's topic

Rapid Gamification Prototyping and Playtesting for Success​


Massimo Ingegno​

Director of TDC, Gamification and Behaviour Design expert​

Zac Fitz-Walter

Phd Gamification Design, Senior Lecturer University of Auckland, Co-founder of Eat More Pixels

Special Session

Friday, 10th June 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 June, 13th

Are you applying as a company?



27,000 THB

a person



25,500 THB

a person



24,000 THB

a person

Course Alumni

Confirmed Participants (Batch 2)

Behavioural Design & Gamification Thailand