Gamification Academy

Creative Tech Serbia 20.06.2023.
Time 10 AM - 5 PM
Language Serbian / Engleski
Location Miljenko Dereta Space
Price Free

Gamification Academy

At the very end of the pilot program, the Creative Tech Serbia supercluster presents the first educational program in our country dedicated to methodology and different approaches to gamification. The goal of this one-day academy is to bring closer to professionals outside the domain of gaming the potentials of applying gamification in various industries (advertising, education, medicine...), with the participation of experts from Great Britain, Finland, Italy and Serbia.

Gamification, as a process, is a strategic attempt to improve systems, services, organizations and activities by creating experiences similar to those experienced when playing games, with the aim of motivating and engaging users, partners or employees, depending on the context. Seen in this way, gamification can find its application very far from the field of creating or playing video or social games: in the field of advertising, education, HR, internal company communication, in the field of medicine, logistics or any “traditional” industry.

Gamification of a product or process is usually achieved by applying design elements and game principles (dynamics and mechanics) in non-game contexts. Gamification is part of persuasion-based systems design, and typically uses game design elements to improve user engagement, organizational productivity, learning and acquisition, employee recruitment and evaluation, physical exercise or an  other functions. The application is really broad, and research shows that most studies on gamification find that it has positive effects on individuals.

In the spirit of the Creative Tech Serbia supercluster program, through which experiences from the domain of video game creation are connected with other industries and expertise, SGA presents GAMIFICATION ACADEMY, a one-day program that will present various applications of gaming mechanics and principles in a wide field of industries: from advertising and marketing, through education and training, to medicine and other fields – through 9 lectures and one workshop.

The program will be held on Tuesday, June 20th between 10 AM and 5 PM at the Miljenko Dereta Space. Participation is free of charge, but due to the limited number of places registration is mandatory

We will hear first-hand experiences of local and international experts who use gamification in areas such as rehabilitation of MS patients, marketing campaigns and creative activations for large global brands, design of educational courses and learning assistance, work on student research projects, corporate employee training and numerous others.


A number of experts from different industries – coming from Serbia, as well as Great Britain, Finland and Italy – will present their experiences: Paul Snoxell (Creative Director, Wunderman Thompson, UK), Lazar Džamić (Creative Strategist and Professor, FMK/Goldsmiths, RS/UK), Natasha Skult (Founder, MiTale Games, FI/RS), Simone Rebaudengo (Co-Founder, Studio oio, IT/UK), Katarina Anđelković (Program Director, Petlja Foundation, RS) Dušan Žica (Creative Director, Neuroblast, RS), Nikola V. Stojanović (Professor, Faculty of Electronics in Niš, RS), Stefanija Lukić (Founder, Shtreber, RS) and Đorđe Krivokapić (Professor, Faculty of Organizational Sciences, RS).

The complete agenda will be published by June 16th!


Gamification Academy is a program intended for professionals, and is relevant for all those who deal with creative direction, interaction design, project management or production in various disciplines, with an emphasis on communications, marketing and advertising, creative production, experience design, sales, education and training. but also other areas.

This activity is launched by the Creative Tech Serbia supercluster, with the support of USAID Serbia and ICT Hub Belgrade (through the Serbia Innovates project). You can read more about the Creative Tech Serbia supercluster here.

Paul Snoxell,
Creative Director, Wunderman Thompson
About the lecturer
Paul Snoxell (or ‘Snox’ as he is universally known) originally trained as a copywriter. For the last 25 or so years he has been Creative Director at a number of forward-thinking agencies, including his own. His sweet spot? Connecting innovation, creativity and empathy from end-to-end.
After 30 years in agencies Snox spent two years consulting with scale-ups and young businesses, helping them define their brand and tell their story. He also provided strategic advice and creative firepower to a number of different agencies. In August 2019, he joined Wunderman Thompson, with a remit to boost creativity and innovation across a number of critical accounts. He is also currently studying for a Masters at Bayes, City University. Snox is relentlessly positive, and passionate about the power of creativity to solve business problems.
Lazar Džamić,
Lecturer, Writer, Creative Strategist
About the lecturer

Lazar is an ex-journalist, contributor to The Guardian, former agency Planning Director and a former Head of Brand Planning in Google’s creative think tank ZOO in London. He is an Associate Professor in Business School Lausanne (BSL), Associate Lecturer at Goldsmiths University in London, teaches in the MBA programme for the School of Business and Economics in Ljubljana, the PwC’s Mini MBA Academy in CEE and at the Faculty for Media and Communications in Belgrade. He is the author of several books and a frequent conference speaker.


Simone Rebaudengo,
Co-Founder, Studio OIO
About the lecturer

Simone Rebaudengo is a co-founder and Creative director at oio –  a creative company on a quest to turn emerging technologies into an approachable, everyday and sustainable reality for humans and beyond. Previously he designed future scenarios and products for The Museum of the Future in Dubai, founded a design fiction practice called and he was lead designer at BMW Designworks and frog.

His work focuses on building experiential visions of the future and exploring the implications of living and interacting with networked, smart and not-so-human things. His projects have been awarded by Red Dot Design Award, Core77, Interaction Awards and exhibited in galleries and museums such as Vitra Design Museum, Triennial Museum in Milan and MAK Vienna.

Natasha Skult,
CEO, MiTale
About the lecturer

Natasha Skult is the CEO & Creative Director of MiTale, a game development company from Finland focusing on narrative-driven experiences and gamification. She is an active member of the Finnish and international games industry as a Chairperson of W Love Games and Chair-Emeritus of IGDA. Besides industry work, she is active in academic research on interactive storytelling with quantum computing and teaches courses in game design and game (digital) art production at University of Turku.

Katarina Anđelković,
Program Director, Fondation Petlja
About the lecturer

Katarina graduated from the Department of Sociology, Faculty of Philosophy, University of Belgrade. After that, she worked for five years at the Ministry of Telecommunications, where she led the education department numerous national projects, so that after working in the ministry, she would continue her career in the Center for Promotion science by working on international projects, popularization and decentralization of science in Serbia. From the founding of the Petlja Foundation in 2017, she is part of that team. Together with her colleagues in Petlja, she works on improving algorithmic literacy primarily among young people in Serbia through the creation of free materials for learning programming found on the portal.

Stefanija Lukić,
CEO, Shtreber
About the lecturer

Founder of ed-tech business, journalist and innovator. Executive Director of the web platform for children’s education

Đorđe Krivokapić,
Associate professor, Faculty of Organizational Sciences / Co-Founder, SHARE Foundation
About the lecturer

Dr. Djordje Krivokapić LL.M. is a lawyer, co-founder of the SHARE Foundation, and Associate Professor at the Faculty of Organizational Sciences – the University of Belgrade. Djordje focuses on the intersection of emerging technologies and society, particularly online free speech, information privacy, digital security, and open access to knowledge.

Djordje teaches courses on Business Law, IT Law, and Business Systems Organization at the Faculty of Organizational Sciences – University of Belgrade. Djordje is co-founder of Share Foundation – an organization fighting for the public’s interest in every critical battle affecting digital rights focusing on online free speech, information privacy, digital security, and access to knowledge.

Competences: The intersection of law, ethics, technology, and AI: Data Protection (GDPR), Data Ownership, Information Security, Online Media Law, Intellectual Property & Copyright, Telecommunication Law, E-Commerce, E-Government, Smart Cities; Business Law: IT Entrepreneurship & Tech Start-Ups, Data-driven Business Models, Commercial Transactions, Consumer protection, Mergers and Acquisitions, Arbitration & Dispute Resolution, Private International Law (Conflict of Laws); Special interest: Human & Children Rights, Youth & Media, Law & Economics, Public-private Partnerships, Collaborative economy, Future of Labor.

Nikola Stojanović,
Profesor, Elektronski fakultet u Nišu
About the lecturer

Dr. Nikola Stojanović works at the Faculty of Electronics in Niš, where he teaches Animation I and II, Character Animation, Virtual Reality and other subjects. In addition to working with students, he was also involved in a project funded by the Ministry of Education and Science of the Republic of Serbia, “Computer simulation and 3D modeling of Nikola Tesla’s original patents”, the results of which can currently be seen at the “Nikola Tesla” International Airport in Belgrade. For five years, under the auspices of the Ministry of Culture, he has been managing the project “Srbija 3D – Platform for 3D digitization of immovable cultural assets of Serbia”,, whose specificity is 3D digitization with the help of drones, display of digitized objects in virtual reality and HTML5 language.

Dušan Žica,
Narrative Designer / Creative Director
About the lecturer

Dušan Žica is a narrative designer and transmedia narrator, dedicated to the theory, design and narration of video games, as well as table-top games and RPGs. After more than a decade spent in advertising agencies (BBDO, Ogilvy, Gray, JWT, etc.), where he worked as a multi-award winning copywriter and creative director, he continued his career as a creative strategist and later as a narrative designer / creative director in the video game industry. He has worked on multiple indie titles and collaborated with game publishers such as Outfit7 and Nutaku.