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Articles, Research, and Consulting on Gameful Design, Gamification, Personalization, User Experience

Gameful Bits is operated by Gustavo Tondello, Ph.D., gamification specialist, researcher, and consultant. If you’re interested in applying gamification to your product, I can help you design personalized gameful solutions to create more engaging applications and experiences. If you’re a gamification or UX professional, I can help you create personalized solutions using the gameful design methods that I have developed.


News and original posts about gamification, gameful design, user experience


I can help you design personalized gameful experiences or teach you how to do it


Learn about my past and ongoing gamification research projects


Read all my latest academic publications on gamification and user experience



Meet Metablox, a gameful blockchain app powered by real-life memories
Currently, there are many new applications being developed in the "Web 3.0", which means that they store data in a decentralized way using blockchain technologies. One trend is that of "play-to-earn" games. It is an interesting idea. Because the game objects are on the blockchain…
What is Gamification—and other definitions
Although I have been writing on this blog for several years now, I had not yet attempted to provide a definition of gamification because we already had plenty of definitions out there. But our community was recently challenged by Andrzej Marczewski to re-discuss the existing…
Personalized Gameful Design (Gamification Europe 2020) Q&A
Last week was Gamification Europe 2020, an amazing forum to exchange experiences and learn from what everyone is doing in the gamification world. On the first day of the conference, I gave a talk about Personalized Gameful Design. If you missed it, you can check…