Finding a gamification expert can be a challenge, but if done right, very rewarding

How to Hire a Gamification Expert in 2025: A Guide From the Field

Finding real expertise in user engagement and behavioral design

Sam Liberty
Bootcamp
Published in
4 min readJan 5, 2025

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After implementing engagement strategies for The World Bank and teaching playful design at Northeastern University, I’ve developed a systematic approach to evaluating expertise in this field. While others promote universal frameworks, I’ve learned that true expertise shows up in specific, measurable ways.

The Rise of Instant Experts

When DuoLingo went public at a $6.5 billion valuation in 2021, product leaders worldwide noticed their revolutionary engagement system. Suddenly, behavioral design became the hottest growth strategy in tech. Headspace’s $320M Series D and Strava’s massive growth proved that well-designed engagement mechanics could drive sustainable user retention.

Today, the gamification consulting market exceeds $20 billion and is projected to triple by 2027. This explosive growth has created unprecedented demand for expertise in user engagement strategy. Unfortunately, it’s also spawned a generation of consultants who’ve read a few blog posts about points and badges and decided they’re qualified to redesign your product experience.

I first noticed this trend at product leadership conferences around 2022. Speakers who’d never shipped an engagement system were confidently explaining how to “gamify anything” with simple frameworks and universal solutions. These quick-fix artists were landing contracts while experienced designers watched user retention metrics plummet.

Predicted valuation of gamification services

Why 2025 is Critical for Product Strategy

The data shows a clear inflection point. In 2024, products with sophisticated engagement design saw 3x better retention than those using basic gamification. AI and automation are commoditizing features, making user engagement the key differentiator for digital products. CTOs and product leaders who nail their engagement strategy now are seeing dramatic improvements in key metrics.

In healthcare, where I led game design for Sidekick Health, we measured a more than a 100% increase in key indicators like daily steps through evidence-based engagement design. Educational technology platforms are finding that behavioral design can double student completion rates. Enterprise software companies report that effective engagement systems reduce churn by up to 60%.

But here’s the challenge: users in 2025 have evolved. Our research shows they reject manipulative mechanics that worked just a few years ago. Points and badges without meaningful behavioral design now actively decrease retention. Product teams need evidence-based expertise, not outdated engagement strategies.

What Sets Real Experts Apart

Experienced gamification consultants never lead with superficial mechanics. When product leaders approach me about engagement strategy, they often expect to add currency systems or achievement trackers. A true behavioral design expert will instead analyze user motivations and core product behaviors.

Watch out for people pushing frameworks without context. Yu-kai Chou’s Octalysis is powerful — I use elements of it myself — but it’s not a universal solution. The best engagement designers adapt their approach based on user research rather than forcing products into predetermined models.

This is a tool, not a substitute for real expertise.

The engagement patterns that drive retention in fitness apps rarely translate to enterprise software or digital therapeutics. When designing behavioral systems for UNICEF, we had to completely rethink how to reinforce behavior in absence of smart phones, and in many cases even electricity or running water. Each domain requires fresh research and validated solutions.

Red Flags in Engagement Strategy

Be especially cautious of consultants promising rapid results through “simple gamification.” Surface-level engagement is easy to implement but rarely moves key metrics. Sustainable behavioral change requires deep understanding of user psychology and motivation.

A consultant claiming universal solutions likely hasn’t shipped enough products to understand domain differences. Experienced practitioners can detail exactly what works in your vertical — and more importantly, explain the psychological reasons why.

Examine how they discuss implemented solutions. Can they explain specific design choices and their impact on metrics? Are they transparent about failed approaches and iterations? Real expertise comes from shipping products and measuring results.

Don’t assume a shiny portfolio = great results

Making the Right Choice

When evaluating potential partners for your engagement strategy, look at how they measure success. Are they focused purely on vanity metrics, or do they tie engagement to business outcomes? The best consultants align behavioral design with product goals.

The most revealing question isn’t “How will you gamify our product?” but “How do you approach understanding our users?” The answer shows whether you’re getting evidence-based expertise or templated solutions.

While engagement design continues evolving, one trend is clear: companies implementing sophisticated behavioral design are significantly outperforming those using basic gamification. The difference shows up not just in engagement metrics, but in retention, revenue, and user satisfaction.

Product leaders who wait to take engagement seriously risk falling behind competitors who are already implementing evidence-based solutions.

Sam Liberty is a behavioral design expert and engagement strategy consultant specializing in healthcare and enterprise applications. His clients include The World Bank, Click Therapeutics, and DARPA. He teaches product design at Northeastern University and was formerly Lead Game Designer at Sidekick Health. Contact him to discuss evidence-based approaches to user engagement.

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Bootcamp
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Published in Bootcamp

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Sam Liberty
Sam Liberty

Written by Sam Liberty

Consultant -- Applied Game Design. "The Gamification Professor." Clients include Click Therapeutics, Sidekick Health, and The World Bank.

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