We make intrinsically engaging Games
as immersive and experiential simulations
for context-based insight. 

Watch our keynote presentation at UX.LIVE! (26 mins)

Meet Betty



Betty Adamou is CEO, Founder & Chief ResearchGame™ Designer here at Research Through Gaming (RTG). Her design, academic and commercial work have secured Betty and RTG multiple awards for innovation in research, and has been named a revolutionary, influencer, as well as “1 of 7 women shaping the future of Market Research”. Most recently, Betty won Best Newcomer Award for her speech on fashion, sustainability and game-based research at IMPACT. Read about it here.
Betty’s pioneering work in game-based research methods, and having invented the methodology of ResearchGames™ have meant her services have been called upon by Fortune 500 brands such as VF Corporation, Campbell’s Soup, and Accenture to name-drop a few. For more details about Betty, press below. To meet the other people involved in making Research Through Gaming a success, click here.


The "Triple E Effect"

Experiential, Emotive, Engaging: that’s the philosophy behind every ResearchGame™. Through intrinsic engagement, we encourage our playspondents to experience a survey, not just take part. Through designing relevant situations and scenarios in our games, we can observe how context and emotions drive choices, to give our clients untapped insights.
See how our designs can help you

We tailor-make Games for Research, for Brands.

Our ResearchGames™ have helped brands, including Fortune 500 companies, in gaining better insights. Innovation is yesterday. This is invention that works and has pushed boundaries. We know you want your customers to be better engaged in better research. You decided enough is enough with traditional surveys. We know you want better insights and the ‘aha moments’ while receiving high quality and attentive service from the start. We got it all covered. We’re a multiple award-winning company and here to help evolve your business through insights. Get in touch.
Book a demo now

Better Research. Better Business Decisions.

Accelerate your brand through a better understanding of emotional connections and implicit behaviours. Our ResearchGames will engage your customers so that you can understand what they think and feel, and what they will do. And with better nationally representative sample, response rates, completion rates, participant engagement and even better client-side engagement (candidly admitted to us by ALL of our clients!), what’s not to love?
Read our Testimonials

“We are over the moon and delighted that we found a partner in Betty and the Research Through Gaming team as part of the IMPRINTS Futures academic study.

The quality of their work has been outstanding, and they’ve been incredibly diligent throughout this project. The whole team and I couldn’t be happier. Our respondents clearly loved this format of research which is fantastic.”

– Dr Liesbet van Zoonen, Head of the IMPRINTS Futures project and Dean Graduate School Social Sciences and Humanities, Erasmus University Rotterdam

imprints futures logo

Our client shared the results from our ResearchGames™ at the Royal United Services Institute &  at the Houses of Parliament, and on many more platforms including white papers, and a co-written paper with our Founder, Betty Adamou. Get in touch with us to find out more & read our case-study.

Read more testimonials

Understand the 3 Pillars of Science behind why we use Games for Research

We don’t just make games because they’re fun to play. Read about the Three Pillars of Science behind why we use games, and why they work in online research to bring you better data quality, higher response rates, and allow you to understand the true mind-sets of your customer base.
Read about it here

ISPO 2018 in Munich

From the kind invitation of the European Outdoor Group, we’ve been invited to speak at the 25,000 strong attended ISPO 2018 trade fair and conference in Munich, Germany. We’ll be sharing our award-winning presentation on Apparel Design and Sustainability on Jan 29th from 4pm.

Museum of Brands
ResearchGame workshop

If you’re in London on Monday 7th May, why not join us at the Museum of Brands for an evening of fun and learning? We’ve been kindly invited to provide an evening workshop to teach delegates how to Gamify their surveys for better engagement and quality insight. Find out more and purchase your ticket.

IIEX Europe

Research Through Gaming developed a bespoke ResearchGame for the University of Surrey. Come along to IIeX Europe in Amsterdam to hear our talk. Presented by Michelle Gray from University of Surrey and Betty Adamou from RTG. Find out more here.

Chairing the VR session
at the IMPACT MRS conference

We are delighted to chair the Virtual Reality session at the IMPACT conference in London, with keynote from UsTwo games studio and two cracking client case-studies from Ipsos and Populus. We’re on from 10:45am – come and see us!
Find out more.

Betty has been interviewed more times than she can count, and her invitations to keynote at conferences have allowed her to travel to over 200 different cities around the world. Her developments in game-based research has meant that not only is our work written about in the market research industry, but has reached multi-disciplinary interests in technology, digital games, UX, and more on an international level. Our work has been covered by Colombian newspapers, spoken about on Venezuelan radio stations, and Betty has even been invited to Number 11 Downing Street in Westminster, London (next door to where the UK Prime Minister lives!). Check out more of our press and follow our adventures, on our press page.