The press coverage here is from most to least recent, and due to the vast quantity of interviews, not all press is included here, yet.

Press details below includes coverage for:
Betty’s company Research Through Gaming,
 Her industry-acclaimed book Games and Gamification in Market Research (Kogan Page Publishing),
and her not-for-profit venture, the Not Sorry Club.

For press inquiries, please get in touch.


GINX Esports TV interviews Betty for Pokémon GO documentary

In early 2022, I had the pleasure of being invited to interview for a documentary on Pokémon GO with GINX Esports TV.
The documentary is called ‘The Rise and Fall of Pokémon GO’ in which I share a little of the psychology behind community-based gaming, the impact of COVID on the game, and more.
The documentary is available on YouTube, and will be made available via the GINX Esports TV Channel in the UK.

Many thanks to Dai and the GINX Esports TV crew for travelling all the way to Suffolk to film me 🙂 

Giulia Romano and Betty Adamou discuss Celebration and Living Unapologetically The Bento Club Not Sorry Club

Interview with Giulia Romano on The Bento Club podcast, by Field Notes

What fun! Delighted to have been interviewed by Field Notes’ new podcast ‘The Bento Club’ in March 2024, all about the Not Sorry Club and my feelings (and the science!) of why feedback and celebrate is crucial to wellbeing and even ongoing success. With huge thanks to Giulia Romano for her invite and her time! (And the giggles!). Publication is TBC but will be available on all podcast platforms. Access on Apple Podcasts here.

Interview with Andrew Laws on the Untitled SEO podcast by Yeseo.

Huge thanks to Andrew for allowing me to talk about Gamification, how I got into it, how I use it, and my tips on how other people can harness Gamification too. Access the interview as audio-only here, or with the audio and video combined here.

Interview with Simon Kingsnorth on the ‘For the Love of Marketing (FLM) podcast 

Brands are frustrated; they need to cut through the noise of all the other marketing messages around us in order to stand out. And, brands demand more consumer information than ever before. How can games offer an answer to these needs? Listen here and find out! (Link opens to YouTube). Big thanks to Simon and the FLM team for inviting me on!

Betty Adamou Community Chair Gamification Europe 2023 copy

Betty Adamou invited as Community Chair for the Gamification Europe Conference 2023

The Gamification Europe Conference has been running for 7 years. With Betty as a previous Keynote speaker in 2018, and a panel facilitator from there, Betty was re-invited back to the conference, this time as Community Chair; encouraging people to submit their ideas, and co-responsible for selecting speakers and workshops for this sought-after event.
The conference takes place in Utrecht, Netherlands.
Find out more here

Business Management Podcast with Betty Adamou and Rudolf Inderst

New Books Network podcast interview

In 2023, Rudolf Inderst, professor of Game Design at the IU International University of Applied Science, and podcast host of New Books Network podcast, interviewed Betty Adamou to discuss her book, the role of Gamification in Market Research, and the future of data-collection through the use of games.
Listen to the podcast episode here.

ESOMAR Insight250 board interview Betty Adamou as winner

With great company to be in, the Insight250 winners are recognised as people making positive and weighty changes in the market research and insight industries. I am grateful to be included in this list, and thank Crispin Beale for his time interviewing me!
Read the full interview here.

Ipswich Star features Not Sorry Club #GoPinkYourself campaign

Thank you to the Ipswich Star for featuring the one-month #GoPinkYourself campaign from the Not Sorry Club.
The campaign challenged women to make a pledge to be unapologetic about one thing, for one month, and share their pledge on social media by changing their profile picture pink.

Read the whole article on the Ipswich Star here.
This article was also featured in print.

EADT Not Sorry Club feature Betty Adamou Founder 2021

East Anglian Daily Times features Not Sorry Club, and founder Betty Adamou

Thank you to the EADT for such a fun morning photoshoot, and featuring the Not Sorry Club, along with the 6-part BBC Radio Suffolk series which was going on at the time!

Read the whole article in the EADT here
This article was also featured in print.

  • Business Research Methods

Business Research Methods 14th edition continues to include Betty Adamou’s work in the Gamification of Market Research

February 2021: I am TOTALLY thrilled that for another year running, the institution that is the Business Research Methods book (now in it’s 14th edition!)…

👊🏽includes Gamification as a methodology of research
👊🏽references my work and software development in this field AND….
👊🏽that of other experts committed to learning and sharing insight about this research approach.

Thank you to author Pamela Schindler who’s work in creating this book is simply *incredible*. 
Pamela wrote: “Thank you for sharing your thoughts, expertise, and research experience to help build the next generation of data-driven decision makers.”
Thank you Pamela for your kind words and sending me a personal copy in the post!
I will continue to mention/showcase Business Research Methods in my guest lectures to students worldwide 🌍

Gamification Plus podcast interviews Betty Adamou

Founder of Gamification Plus, and conference Gamification Europe – the one and only Pete Jenkins, interviews Betty Adamou about her ResearchGame design process, clients, and more.

Not-for-profit venture founded by Betty Adamou,
the Not Sorry Club, interviewed on
BBC Radio Suffolk

In January 2021, Betty Adamou launched the Not Sorry Club, a not-for-profit venture to empower women in being utterly unapologetic, starting with eliminating the unnecessary ‘sorry’s we use. Betty, a self-confessed serial apologiser, has since stopped saying ‘sorry’ when it isn’t needed, thanks to her new idea, the Not Sorry Challenge. Listen to the live interview with presenter Jon Wright here.

Betty Adamoy interview BBC Radio Mucha Murapa

Betty Adamou invited back on BBC Radio Suffolk for a second time for an interview discussing her approach to innovation and user engagement with her ‘ResearchGames’

In early 2020, BBC Radio Suffolk host Mucha Murapa invited Betty Adamou to discuss the benefits of
using game-design thinking in any kind of user engagement as part of his Monday Night Stories series.
Have a listen to the full interview between Betty and Mucha here.

MR Realities podcast interviews Betty Adamou

MR Realities (Market Research Realities) podcast invites Betty to join them in a discussion about where the Market Research industry is going, the future of game-based research methods, and more.
With many thanks to the MR Realities hosts for the invitation.

Professor Game podcast interviews Betty Adamou

Professor Game explores Serious Games and how they’re applied in all areas, from education to employment and more. In this episode, Betty Adamou is interviewed on her work in pioneering the use of Gamification and Serious Games in online market research.
Listen to the whole interview here.

SAGE publications interviews Betty Adamou Part 2

SAGE publications interviews Betty Adamou on her work in developing games as a methodology of research

In late 2019, SAGE publications invited Betty Adamou to share her entrepreneurial journey and work in developing ‘ResearchGames’.
The full interview can be accessed here (but you will need to log in to watch it).

SAGE Publications interviews Betty Adamou

SAGE publications interviews Betty Adamou about the Women In Research (WIRe) organization

In late 2019, SAGE publications invited Betty Adamou, Danielle Todd (Relish Research) and Monica Drummond (also Relish Research) to talk about the significance of the Women In Research (WIRe) organization, founded by Kristin Luck.
The full interview about WIRe can be accessed here (but you will need to log in to watch it).

Data Gurus Podcast Sima Vasa

Data Guru’s podcast interviews Betty Adamou

How did Betty start Research Through Gaming? Where did the idea come from? And how does Betty design ‘ResearchGames’? Sima Vasa, esteemed market research industry colleague and Data Guru’s podcast host interviews Betty Adamou in this episode on the Gamification of Market Research. 
Listen to the whole interview here.

Game Skinny Write Up

Publication ‘Game Skinny’ writes a review about Betty’s game, and she didn’t even know it!

One of the writers for the popular news site Game Skinny, a H.C. Billings, took part in one of the ResearchGames™ Betty designed for the Campbell’s Soup company (which then resulted in the new Campbell’s Go product, which you may have heard of). In a serendipitous series of events, it so happens that H.C.Billings played this game, and was so inspired, they wrote an article about it on Game Skinny – all without Betty knowing!
H.C. Billings wrote: “The way I look at it, in a time of decreased attention span and a higher desire for reward, companies like Research Through Gaming are simply bringing slightly antiquated research techniques into the 21st century…I could not possibly be more thrilled to find similar game-based research opportunities in my email inbox in the future.”

Read the full article here.


BBC Radio suffolk 17 De 2018

Betty invited on Social Media discussion panel live on BBC Radio Suffolk with fellow local Suffolk entrepreneurs

Mucha Murapa, long-time BBC Radio Suffolk host, invited Betty Adamou of Research Through Gaming along with other Suffolk-based business owners of and innovators to share their thoughts on the role of social media in building a brand.


Interview with Betty Adamou in Enfield Gazette newspaper

Betty Adamou wants to lift other women, and her idea for a Female Entrepreneurs workshop, hosted in Enfield, got the attention of local press. Her Female Entrepreneurs workshop shares a 10 step guide into building a personal and business brand in order to increase visibility and sales. Local journalist Shafi and Betty discussed the Imposter Syndrome, the importance of building a personal brand, and more about her workshop. 

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Betty Adamou named in ‘Top 10 Market Researchers to follow’

Ray Poynter, Founder of The Future Place and NewMR  writes about 10 ways that market researchers and insight professionals can survive and thrive in today’s changing environment in his new ebook, The Smarter Researcher. In his post on the Vision Critical Blog, he set out to highlight 10 market researchers he felt exemplified the tips in his book. Betty Adamou was named in this Top 10 list along with market research thought-leaders and heavyweights like Lenny Murphy of GreenBook, Fiona Blades of MESH Experience, Jeffrey Henning of Researchscape International and Sue York (co-founder of NewMR).
Read the full list here.

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Betty named 1 of 7 Women Shaping the Future of Market Research

In 2015, esteemed market research and insights publication Quirks named seven women who are shaping the future of Market Research. Betty was thrilled to be named alongside heavyweights and thought-leaders such as Elizabeth Nelson (founder of Taylor Nelson – now TNS), Jane Frost (CEO of MRS), and Kristin Luck of (the then President of Decipher).
See the full list of seven women here.



Image of Betty Adamou being interviewed via Skype for BOSS Academy Radio podcast

Interview on BOSS Academy Radio Podcast with Paul Kirsch

Betty Adamou was interviewed by podcast radio host Paul Kirsch for B.O.S.S. Academy Radio (BOSS stands forBusiness Ownership Success Strategies) based in the USA. Paul found out about Betty and her work wanted to find out more about her pioneering idea using games for research. In an in-depth interview with Betty, she shared how she got started, who she’s worked with, what she does, and why it works. 
Read the full interview here.


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Press Coverage of Betty Adamou AMSRS Keynote Presentation

The AMSRS kindly invited our CEO & Founder, Betty Adamou, to provide a Keynote Address providing insight into how our ResearchGames work, with insights drawn from a recent academic case study. Her projection that ‘all research will use games in the future’ was controversial and exciting for the audience, whom for many, were hearing about ResearchGames for the very first time. Adamou was then invited to be part of a panel discussion on where Market Research will be in the next 2-3 years, and the challenges to overcome.
Read the full coverage here.


15. Research-News-AMSRS-Mobile-Market-Research-Surveys-Betty-Adamou-June2015-edition

‘The Future of Mobile as we see it’, interview with Betty Adamou featured in Research News

Sue York, co-author of the Handbook of Mobile Research was guest editor in June 2015 for the Research News magazine Mobile Market Research feature. Research News, based in Australia, asked over 15 market research industry thought-leaders and company head’s to contribute their thoughts on the next 2-3 years of how mobile market research will evolve, and Betty Adamou provided her thoughts on what we will actually mean by ‘mobile market research’ in the future. Mobile research will no longer be confined to mobiles but other technology that is mobile, from GPS Footwear and other Smart Clothing to Augmented and Virtual Reality.
Read the full feature here.

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Betty invited to Number 11 Downing Street as a leading innovator in North London

As part of Westminster’s Creative Industries Event, Betty Adamou was invited by local Enfield MP Nick De Bois to attend their event and speak to George Osborne, Chancellor of the Exchequer to discuss her work in innovating Market Research through Games, as well as meet other fantastic entrepreneurs from various industries.In this photo, we see the back of Betty talking to George Osbourne about her invention of ResearchGames, and the results this methodology has yielded thus far in her commercial work.


Greek Newspaper ‘Parikiaki’ writes about Betty Adamou’s win of Enfield Entrepreneur of the Year award

In an article dripping with pride for the Greek Cypriot community, the institution that is the Parikiaki newspaper covers Betty’s award-win. The Parikiaki was established in 1974, and has a circulation of 300,000+ and serves the Greek and Greek Cyrpiot community in London. 
Read the full article here.





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TMRE interviews Betty Adamou as part of their Catalyst for Impact Series

In 2014, our CEO and Founder was invited to be interviewed about how she got started in the Market Research industry, her innovative use of games for research, and what she thinks is next for research and technology combined.
Read the full interview here.





11. Betty-Adamou-Carrot-Pharma-Interview

Carrot Pharma interviews Betty Adamou

Carrot Pharma interviewed Betty Adamou, our CEO & Founder, for a 2nd time in January 2014 on her thoughts about how Gamification has evolved for the market research industry and where Gamification has a place in the Healthcare and Pharma space.
Read the full interview here.




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Colombian Newspaper ‘Portafolio’Interviews Betty Adamou on her innovative use of games for research

Colombian economics newspaper “Portafolio” interviewed Betty Adamou on how she see’s that games and gamification can be used in market research, and even be used to predict trends using observational methods in game simulations. 
Read the full interview here (in Spanish).



9. Betty-adamou-Young-Entrepreneur-Market-Research

RWConnect interviews Betty adamou

Our CEO and Founder Betty Adamou was invited to be interviewed by Tim Macer of Meaning (UK) for RWConnect magazine, to find out more from her and three other young technology entrepreneurs of 2012 about how they got started, and where they see the future of the industry. Other interviewees included Steve August of Revelation and Richard Owen of CrowdLab. 
Read the full interview here.


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Interview on +7 Intelligence Games podcast

Ches Hall, +7 intelligence podcast founder, has people on his show who are using games for good. Betty was invited to talk about her work in using games as a means for engaging research.
Listen in to hear us talk about the benefits of games and gamification in research, how we go about designing our work, and how ResearchGames can help business avoid costly mistakes.

Listen to the full interview here.



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One of Four ‘Researchers of the Future’ named by CASRO

At the 38th Annual CASRO Conference in Los Angeles, our CEO and Founder Betty Adamou was nominated by Annie Pettit of Conversitionfor the title “Researcher of the Future”. The CASRO conference committee then chose the top 4 nominees to attend their panel talk on Friday 10th October in Los Angeles, all gaining the title “Researcher of the Future”.

On nominating Betty for the title, Annie said “Betty is a rare find. At such a young age, she decided hat she needed to rebel against traditional research which had so many weaknesses that were taking so long to be improved. Many researchers think they are working outside the box, but Betty truly is.”



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Mr Web tells the world Research Through Gaming has opened!

Ah, memories! Here’s Betty, bright eyed and bushy tailed in her early 20’s when she first started Research Through Gaming from her bedroom in North London. How time flies!
Read the news of RTG opening on MR Web news site here.


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Named as one of the Top Influencers in Market Research

Check out the full list here, where Betty Adamou is named in the Top 25.

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Winners of Ginny Valentine Bravery and Entrepreneurship Award

Watch the nomination speech from Ray Poynter (Founder of NewMR and the Future Place, and acceptance speech by Betty Adamou here.

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Nominated for Pioneering Games in Market Research

In 2013, we received an amazing nomination to win the Ginny Valentine Badge of Courage Award (for the second year in a row!) for Pioneering the use of Gamification in market research.

George Rassias of Ontario Lottery and Gaming Corporation said:

“Betty is truly a pioneer in the field of Gamification Research, as she and her team have built, developed, created and executed Gamification Research in the last 2 years. Betty continues to speak passionately on subject throughout the market research world. helping to ensure Gamification is in the forefront of market research industry. She is an innovate pioneer truly worthy of this award.”

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Observation Baltimore coverage

With the launch of our YouTube video showcasing Betty and the RTG teams first ever ResearchGame, the reaction in the industry was astounding. Observation Baltimore used the ResearchGame, titled “Pimple Crisis” to write about how Research Through Gaming are using Games and Gamification in Market Research.
Read the article here.

Press inquiries – get in touch

Want Betty to design and project manage the development of a bespoke game? Or fancy learning from Betty from her workshops, lectures or seminars? Get in touch for a rate card and a chat.