Betty Adamou

Betty Adamou

Research Through Gaming UK


Betty is the inventor of ResearchGames™, CEO & Founder of Research Through Gaming, and author of industry acclaimed book ‘Games and Gamification in Market Research’ (Kogan Page, 2019). Her book is being translated to Portuguese in late 2020, and Spanish in 2021.

Betty is an in-demand ‘Serious Games’ and gamification designer, and regularly works on behalf of Fortune 500 brands, charities, and agencies where she creates engaging and data-driven games to solve commercial problems, and create high levels of user engagement.

Her Serious Games have been played by tens of thousands of people worldwide, and to great user feedback.

Betty has been named “1 of 7 women shaping the future of market research”, a ‘revolutionary’, a ‘pioneer’, and has won multiple awards for her work including the NGMR Disruptive Innovation Award, and Enfield (London) Entrepreneur of the Year Award. She has been interviewed by publications globally on her innovative approach to research through using games – most recently on BBC radio in the UK.

More recently, Adamou has become a Columnist for ESOMAR’s Research World magazine; where she explores the impact of Serious Games and Gamification in multiple industries through her column ‘How Games are Changing the World’.

Further information can be found at

Book companion website:
One-stop-shop website:
“How Games Are Changing the World” column on Research World:
Research Through Gaming website:

Betty Adamou, Ray Poynter Book Interview with Betty Adamou
Betty Adamou, Sue York, Ray Poynter The NewMR Story: Interview with Ray and Sue
Jon Puleston, Betty Adamou, Ray Poynter, Tom De Ruyck, Annie Pettit NewMR after 10 Years – Atlantic Session
Betty Adamou Games, Gamification and Playful Experiences in Marketing: AdverGames as a growing mode of data collection
Betty Adamou, Ray Poynter Ray Poynter interviews Betty Adamou
Paul McGhie, Betty Adamou Data Caricatures: rethinking visualisation for the modern researcher
Betty Adamou Reversing Pokémon Go: Designing from the start with the finish line in mind
Betty Adamou Altered Reality – The Suspension of Disbelief in Research Games
Betty Adamou The Gargantuan Differences Between Games & Gamification For Online Research
Betty Adamou Online Surveys & Digital Games: How alike we really are, and how we can harness a gamer-style of engagement for better data quality
Betty Adamou Introduction to Gamification
Betty Adamou Research Through Gaming…One day, Maybe
Betty Adamou “I’ll Facebook u yeah?” Modern Communication and Evolving with the Times