Living the Story: How Michiel Van Eunen is Transforming Leadership through Gamification
Imagine a workplace where learning is not a tedious task but an engaging journey filled with challenges, teamwork, and fun—an environment where employees eagerly participate, collaborate, and grow. This is the vision that Michiel Van Eunen, Owner and Creative Manager of Living Story, has successfully implemented through transformative strategies in leadership and team dynamics. His groundbreaking work in gamification is reshaping leadership approaches, redefining team dynamics, and fostering innovation by enabling leaders to adopt playful methods that enhance employee engagement and drive creative problem-solving. This is the story of a man who turned play into purpose and purpose into impact.
Gamification empowers leaders to create motivating and effective learning environments, fostering a culture of engagement and innovation.
A Journey Born from Play
Michiel’s journey with Living Story began in 2003, with a project that was ahead of its time. “The Hunt,” a gamified reimagining of mystery shopping, transformed a traditionally evaluative process into an interactive experience. The concept was simple yet revolutionary: employees would engage in a game to identify mystery shoppers by exhibiting exceptional customer service and observation skills.
This playful approach did more than just train employees; it created camaraderie, enhanced motivation, and drove behavioral change. “Witnessing the profound impact of The Hunt—from boosting team engagement to significantly improving customer satisfaction—solidified my belief in the transformative power of play,” Michiel recalls. Inspired by this success, he founded Living Story, a company dedicated to designing serious games and immersive experiences that harness the power of play to achieve organizational goals.
Over two decades, Living Story has developed more than 100 formats, including serious games and escape rooms, engaging thousands worldwide. These innovations demonstrate that gamification is not just a buzzword but a powerful tool for creating environments where creativity and collaboration thrive.
The Hunt demonstrated that work could be both productive and fun, proving that embedding game mechanics into everyday tasks leads to measurable improvements in motivation, learning, and performance.
Revolutionizing Leadership through Gamification
Gamification is transforming traditional leadership approaches by embedding elements of play into the workplace. “At Living Story, we’ve seen firsthand how game-based strategies make learning more engaging and seamlessly integrate it into daily work processes,” says Michiel.
Instead of the conventional top-down methods, gamification encourages participatory and interactive leadership styles. Leaders use innovative programs to help employees refine their skills while aligning with core organizational values. This fosters a sense of purpose, intrinsic motivation, and continuous improvement. Michiel emphasizes, “Gamification empowers leaders to create motivating and effective learning environments, fostering a culture of engagement and innovation.”
The Hunt: A Game-Changer
One of Michiel’s most impactful projects, The Hunt, exemplifies the power of gamification. Introduced in 2003, the game transformed mystery shopping from a judgmental process into a motivational challenge. Employees had to identify mystery shoppers using observation, engagement, and codewords that changed frequently.
The results were remarkable. Employees viewed the process as an exciting challenge rather than an evaluative exercise. Customer satisfaction soared, team dynamics strengthened, and employees reported increased confidence and motivation. Over the years, The Hunt evolved with technology, integrating smartphones and real-time alerts to remain engaging and relevant.
Designing Games for Diverse Teams
Creating gamified experiences that resonate with diverse teams requires a deep understanding of human behavior and team dynamics. “Our 20 years of experience have given us unique insights into what makes teams tick,” Michiel shares. By observing thousands of groups, Living Story has mastered the art of tweaking game mechanics to foster trust, communication, and collaboration.
For instance, collaborative challenges encourage teamwork, while competitive elements drive individual performance. Michiel explains, “We design experiences where every participant feels valued and engaged, contributing their unique talents.” This meticulous approach ensures that games are not just fun but also transformative, fostering growth and learning long after the experience ends.
Overcoming Skepticism
One of the biggest challenges Michiel faced was skepticism about gamification. “Many people initially view it as a gimmick,” he admits. To address this, he co-authored the book Spelen Werkt (Playing Works), blending two decades of experience with scientific research to showcase the tangible benefits of gamification. The book’s recognition as “Management Book of the Year 2023” validated its impact.
Michiel also highlights a generational gap in understanding gamification. “Younger generations, who grew up with games, grasp its potential more easily. For older professionals, it’s about keeping an open mind and recognizing that it works,” he explains. With 20 years of successful projects, Michiel no longer feels the need to prove the value of gamification. “We’ve learned from our mistakes and refined our approach to create programs that are both fun and impactful.”
Younger generations, who grew up with games, grasp gamification’s potential more easily, but for older professionals, it’s about keeping an open mind and recognizing that it works.
The Future of Gamification
Looking ahead, Michiel envisions a future where gamification becomes an integral mindset in leadership. “It’s not about flashy technology but about creating environments where intrinsic motivation thrives,” he notes. Purpose-driven gamification will play a crucial role, connecting individual roles to larger missions and fostering meaningful contributions.
Michiel believes that the next decade will see a shift from superficial gamification techniques to deeper, more authentic integration. “Leaders will design systems where collaboration and innovation are natural outcomes, driven by the principles of play and motivation,” he predicts.
Measuring Impact Beyond Numbers
Michiel challenges the obsession with metrics, emphasizing the transformative effects of gamification that go beyond numbers. For example, teams often report improved collaboration and more open communication after participating in gamified activities, showcasing the qualitative benefits that traditional metrics may overlook. “Not every impact can be quantified, but that doesn’t mean it lacks value,” he argues. Success, for Michiel, is about lasting change—teams communicating more openly, innovation accelerating, and feedback becoming more constructive.
Living Story balances tangible metrics like engagement scores with qualitative feedback, capturing the subtle yet profound shifts in team dynamics and behavior. “The true success of gamified strategies lies in their ability to inspire collaboration, innovation, and better communication,” Michiel concludes.
Embracing New Technologies
While excited about advancements in AI, AR, and VR, Michiel remains focused on the core principles of game design. “Technology should enhance, not distract from, the learning objectives,” he advises. At Living Story, these tools are used to complement well-designed mechanics, ensuring that participants remain engaged and aligned with the goals.
Advice for Aspiring Leaders
Michiel’s advice to aspiring leaders is simple: “Educate yourself or work with professionals. Seek out reputable resources, attend relevant workshops, or engage with experienced mentors who can provide practical insights into effective gamification strategies.” Whether through training or collaboration, the key is to approach gamification with a clear understanding of its principles. “With the right guidance and effort, you can transform your work and inspire your team to achieve great results,” he assures.
Success is not just about numbers; it’s about lasting change—teams communicating more openly, innovation accelerating, and feedback becoming more constructive.
Conclusion: Playing for Impact
Michiel Van Eunen’s work at Living Story is a testament to the power of play. By embedding gamification into leadership and organizational strategies, he has created a model that inspires, engages, and transforms. As he continues to push boundaries, Michiel proves that when work becomes play, the possibilities are endless.