Gamification Expert Series: Julian Jordan, CEO of DISS Group

We’re back with the second feature from Julian Jordan—part of our exciting Gamification Expert Series! ❤️

Missed the first one? Catch Julian’s first article here

Julian Jordan, CEO of DISS Group, returns to share more of his gamification journey—this time, from both a partner’s and an end-user’s perspective. A passionate advocate for gamification, Julian brings a deep curiosity about human behavior and performance into every aspect of his work.

As the head of three companies under DISS Group, Julian leads corporate training initiatives across five Latin American countries and Spain. Despite his packed schedule, he still finds balance—hitting the gym, playing padel, cherishing time with his children, and, of course, keeping things fun!

We’re honored to feature Julian once again. Welcome back, Julian!

About Julian...

Gametize: Tell us one fun fact about yourself!

Expert: Cooking is my daily oasis, and I’ve become something of an expert in anti-inflammatory dishes that are both healthy and delicious.

Gametize: What games do you play?

Expert: Curiously enough, I don’t actually play games. I find them fun, but with so many projects I’m passionate about, I feel like video games would take up time I could use elsewhere.

Gametize: What do you do in your spare time?

Expert: I enjoy balancing my mentally demanding and creative work with hands-on activities. I knit, do macramé, barber, read, and, of course, I love to cook!

Gametize: Other than this interview, what are you up to today?

Expert: Today, aside from this interview, I’m immersed in guiding our teams, refining our training programs, and brainstorming new ways to engage and elevate our clients’ experiences.

Gametize: Can you tell us more about what you do, and how you got to where you are today?

Expert: The journey to my current role started with a strong curiosity about human behavior and performance, which led me to build and shape a career focused on developing people and improving the corporate landscape through effective training.

Gametize: What keeps you engaged in what you do?

Expert: What keeps me engaged? It’s the idea that every program we design has the potential to create meaningful, lasting changes in people’s professional lives and within entire organizations. The impact we can make and seeing that transformation firsthand is what drives me forward every day.

Julian's Gamification Journey...

Gametize: How did you get started on gamification?

Expert: A few years ago, my children got into a heated debate about who would inherit the company, which made me realize there might not be a company to pass on if things continued as they were. Our clients no longer wanted traditional courses, technology was advancing at a rapid pace, and I felt increasingly unable to keep up. But instead of feeling defeated, I saw this as a wake-up call. I immersed myself in understanding the evolving market, which led to a revelation: what I initially saw as threats were actually opportunities. The problem wasn’t that clients didn’t want training; they wanted training that worked. I realized that gamification was the key to more effective learning.

That’s when I began diving into gamification—learning about how the brain works and how to engage it through game-based learning. I did extensive research on the available platforms, and Gametize emerged as the perfect partner for us. Now, a decade after that initial crisis, the majority of our programs are gamified, and I’m proud to say that I still have a company worth passing on.

Gametize: What is gamification to you?

Expert: For me, gamification is about creating immersive, interactive experiences that make learning both effective and enjoyable. It’s a way of tapping into human psychology to increase engagement, motivate learners, and ensure real, lasting impact. What interests me most is that it allows us to transform how people learn, making training feel less like an obligation and more like a journey.

Gametize: What makes you interested in gamification?

Expert: What interests me most is that it allows us to transform how people learn, making training feel less like an obligation and more like a journey.

Challenges you face in your job role...

Gametize: What are some challenges you face as part of your job role?

Expert: One of the biggest challenges we face is that clients often want training to be shorter, faster—almost like in *The Matrix*, where you could just install a chip and instantly gain new skills. They sometimes believe that simply having abundant content on all possible topics will be enough for employees to learn effectively. Many think that providing vast libraries of online courses is the answer, hoping that employees will naturally engage and develop the desired skills just by having access.

Gametize: What’s your approach in tackling these challenges?

Expert: When we started offering courses, the value we provided was the information itself; what we taught was new and highly valued. Today, however, all that information is freely available. But information alone is useless unless it’s applied. That’s why we focus not on simply teaching “what” or “how,” but on ensuring that what is learned becomes part of the employees’ behavior. Through our gamified programs, we move beyond knowledge and skills acquisition to foster real behavior change. Our approach is to create experiences that not only engage but also enable participants to incorporate these new behaviors naturally into their daily routines.

Project Showcase: Share with us one project that you're proud of...

Gametize: We know you’ve worked on many projects. Could you share one with us you’re particularly proud of?

Expert: One project I’m particularly proud of is our *Escuela de Anfitriones*, designed to create outstanding service experiences by transforming individuals into true hosts. Our main goal was to significantly raise the Net Promoter Score (NPS) by fostering a culture of service and ensuring that every team member feels like a host, making clients feel like valued guests.

The challenge was not just to provide training but to create a deep, lasting transformation in each participant. The program targeted employees across various service roles, focusing on enhancing their connection with clients and elevating their sense of purpose in delivering memorable experiences.

To achieve this, we designed a gamified learning journey using Gametize, integrating interactive modules, engaging content, and real-life scenarios that employees could practice and master. The program had a friendly, intuitive look and feel to ensure maximum engagement, while the reward system reinforced positive behaviors and encouraged continuous improvement. Through points, challenges, and badges, participants were motivated to progress and apply what they learned directly with clients.

The project was well-received, and we saw an impressive boost in NPS, which reflected the real impact of the training on customer satisfaction. What went particularly well was the engagement—the gamified approach made learning enjoyable and accessible, keeping participants actively involved. One area we could enhance further is in creating more personalized content paths for different employee profiles, as we noticed varying engagement levels based on experience and roles. Overall, it was a powerful example of how gamified learning can drive real change, turning knowledge into action.

What inspires & motivates you?

Gametize: Wow, that sounds like you put a lot of thought and effort into making your project a success. Where do you get your ideas from?

Expert: We have over 30 years of experience in the training industry, and throughout this journey, we’ve honed a natural talent for creating effective behavioral change. My inspiration comes from a deep fascination with human psychology—understanding how to unlock the right triggers in the brain to drive real change and ultimately enhance well-being is what drives us.

Our approach is rooted in constantly studying human behavior and understanding what genuinely resonates with people. We conduct user research, seek feedback, and stay attuned to what works and what doesn’t. Every project we take on is an opportunity to refine our methods and find new, impactful ways to help people adopt behaviors that improve both their work and personal lives.

What does the future hold for you?

Gametize: We can’t wait to see what else you are working on. What else can we expect from you in the near future?

Expert: Right now, we’re taking our *Escuela de Anfitriones* program a step further. So far, we’ve achieved incredible results by directly training teams through gamification, but our next challenge is to accomplish this remotely.

Gametize: Sounds exciting – can you share a sneak peek of the project?

Expert: We’re shifting our focus to empowering the organization’s leaders—the managers of customer-facing teams—to drive this training themselves. To ensure that this approach is as effective as our direct training, we’re reinforcing gamification and optimizing the use of Gametize. This will allow leaders to facilitate the program with the same level of engagement and impact. It’s an exciting evolution that we believe will make our training even more sustainable and deeply embedded in the organization’s culture.

Your thoughts on the future of gamification..

Gametize: What are some trends that you predict, and/or would like to see in the gamification industry?

Expert: I feel Gamification is here to stay. More and more companies and industries will start using gamification. My only hope is that organizations don’t limit themselves to points and leaderboards. It’s a shallow way of looking at Gamification and poses a potential hindrance to learners in achieving their full potential.

Gametize: What about Gametize – what would you love to see from us to make your game creation experience even better

Expert: As for Gametize, my wishlist includes a feature that allows users to easily record and upload videos and audio directly from their mobile devices. This would open up a new level of interactivity and personalization, making it even easier to create immersive and engaging content.

Gametize: What’s on your gamification wishlist?

Expert: In my view, one of the biggest challenges in the gamification industry is that many users still see it as just points and leaderboards. Our corporate clients often think that adding a couple of challenges equals gamification. When we look at models like Octalysis by Yu-kai Chou, we realize that a well-crafted gamification strategy goes much deeper, tapping into core human drives beyond simple rewards. True gamification addresses intrinsic motivations and creates experiences that engage people on multiple levels, leading to lasting behavioral change.

Gametize: Before we go, any words of wisdom for people starting out in gamification or even those who already are familiar with gamification?

Expert: Gamification isn’t just about making learning fun—it’s about making learning more effective. Study, learn, and design with purpose. Focus on understanding what truly drives people, and use gamification as a tool to unlock that potential. Every element should have a reason, a role in creating real, meaningful engagement.

About DISS Group

DISS Group oversees two distinct companies: DO IT Internacional and Star Service.

DO IT Internacional is a Latin American training company that specializes in developing meta-competencies to enhance organizational effectiveness. Operating in Mexico, Chile, the Dominican Republic, Peru, and Spain, the company focuses on executive soft skills in five key areas: Time Management, Presentation Skills, Communication, Effective Meetings, and Teamwork.

Star Service is a management consultancy dedicated to improving the customer service experience. It partners with organizations to design and implement service strategies, while upskilling and mentoring frontline service teams.