Science of gamification: Mastering learning and development

How global brands are using play to boost learning, recognition, and performance

Frontline employees crave recognition, connection, and progress. Yet in many organizations, work still feels repetitive and unrewarding.

Gamification is flipping the script.

By blending the science of motivation with everyday digital experiences, brands like McDonald’s are transforming learning, culture, and performance — one gamified challenge at a time.

Join Meg Maidwell — Global Senior Manager of Digital Employee Engagement at McDonald’s, alongside experts from mobile game developer Livewall, to unpack what gamification in the digital workplace actually looks like when it works. We’ll explore how to build game-inspired engagement that fuels connection, learning, and culture.

What you’ll learn

• The neuroscience of play: How gamified experiences boost focus, accuracy, and long-term learning by activating the brain’s natural reward systems
• Real-world proof: A closer look at how McDonald’s turned training into 600,000 games played — and measurable performance gains
• Smart design: A guide to making gamification meaningful, measurable, and scalable
• Behind the magic: The tools and tactics powering the next wave of employee engagement

Who should attend

Internal comms, HR, and EX leaders ready to reimagine how their people learn, connect, and grow — through play that drives performance.

Meet our speakers

Meg Maidwell — Global Senior Manager, Digital Employee Engagement at McDonald’s

Brock De Wolde — Product Strategy and Commercial Lead at Livewall