Gamification Expert, Behavioural Change Advocate
Dr Rob Mitchell
Dr Rob Mitchell is a leading expert in the field of gamification, specialising in the application of game design principles to drive deeper engagement and long-term behavioural change. With a background in marketing and a passion for applying innovative strategies in non-traditional contexts, Rob brings a unique perspective to the realms of health, education and professional development.
Rob’s academic journey began with a Bachelor of Business (Honours, First Class) and Behavioural Science (Psychology) from Queensland University of Technology (QUT), Australia. He then pursued a Doctor of Philosophy in Marketing through the School of Advertising, Marketing and Public Relations (AMPR) in the QUT Business School, where he was awarded the prestigious Australian Postgraduate Scholarship Award (APA) to support his research.
His doctoral thesis, titled ‘Gamification and Behaviour Change: Understanding the Mechanism and its Implications,’ has made significant contributions to the field, with research drawn from this work and his honours thesis being published in renowned journals such as the Journal of Business Research, Health Promotion International, and the Australasian Marketing Journal.
Rob’s research focuses on the psychological mechanisms underlying gamification and how these principles can be effectively applied to promote positive behavioural change. His work has explored the impact of gamification on employee well-being and job satisfaction, as well as its potential to enhance health promotion interventions and encourage healthy lifestyle behaviours.
As a consultant, Rob combines his academic expertise with practical insights gained from his prior experience in Human Resources. He works closely with organisations to develop tailored gamification strategies that align with their goals and target audiences, ensuring that the principles of game design are effectively integrated to maximise engagement and drive meaningful change.
Rob’s commitment to advancing the field of gamification extends beyond his research and consulting work. He actively shares his knowledge and insights through publications, presentations, and workshops, inspiring others to explore the potential of gamification in various domains.
By collaborating with Rob and leveraging his expertise in gamification, organisations can unlock new opportunities to engage, motivate, and empower their stakeholders, ultimately leading to positive outcomes in health, education, and professional development.