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Master Game Thinking

validate ideas 10X faster & build a high-retention journey

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Founder, Initialized

Garry Tan

Founder, Initialized

The Game Thinking Masterclass is a 6-month training program that teaches you to validate ideas10x faster and build high-retention products. In this program you’ll:

  • Learn the entire Game Thinking system through video courses and weekly group coaching meetings
  • Apply Game Thinking to your project using our step by step templates, and make massive process.
  • Run 3 powerful sprints: Superfan Discovery, Journey Design, & Journey Validation.

Trusted by Global Brands 

Game Thinking is not just for games. Hundreds of teams worldwide have achieved breakthrough innovations with Game Thinking – and you can too. 

Graduates work in beauty, education, entertainment, finance, healthcare, manufacturing, & technology. Level-up your team with a system trusted by game studios, hot startups & global brands.

Beyond Design Thinking & Lean/Agile

If you’re familiar with Design Thinking, Lean/Agile and Gamification, you’re in good company. Game Thinking is built on the principles of Design Thinking and Agile/Lean design, plus cutting edge methods from game design and systems thinking.


  • Save months of time by leveraging your early adopter Superfans
  • Create long-term retention by building a Mastery Path and Learning Loop
  • Test your product experience early, before you have built a thing, by using concept scenarios
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CEO, ReWired Group

Bob Moesta

CEO, ReWired Group

Get Massively Better Innovation Outcomes

Eugenia Kuyda - CEO & Founder

Amanda Taylor - Senior UX Researcher

Jaxton Cheah - L&D Agency Owner

Dylan Watkins - VR/AR Developer

Ambikesh Prasad -Innovation Coach

Nadia Benedetti - Corporate Training Specialist

Accelerate Innovation with 3 Innovation Sprints

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Sprint 1: Superfan Discovery

Clarify Product Strategy & Gather Customer Insights

  • Clarify your product/market strategy & risky assumptions 
  • Identify who NEEDS what you offer – and who doesn’t
  • Discover the habits and motivations of your best customers
  • Synthesize those insights into Job Stories that capture customers’ intrinsic motivation and existing habits

Sprint 2: Journey Design

Build Long-Term Engagement From the Ground Up

  • Visualize how customers will use your product over time using a four-stage Mastery Path model
  • Analyze your competition with Mastery Path Teardowns
  • Use customer insights to create a sticky re-engagement loop
  • Drive retention with Progression Design & Social Mechanics

Sprint 3: Journey Validation

Test Your Customer Journey with Lo-Fi Experiments

  • Visualize your 30-day experience with research-informed Concept Storyboards
  • Test your concept with vetted early customers to get actionable insights on your core product experience
  • Validate your assumptions, update your designs and outline next steps in a Product Brief

Amy Jo’s framework & insights gave me practical, tangible design skills.


Gina Bianchini

CEO, Mighty Networks

This program got everyone on the same page, testing our assumptions

allison kelsey

Allison Kelsey

Director of Product @ Geocaching

Now I can do research much earlier & set my teams up for success


Bonnie Chiurazzi

Director Market Insights, Glassdoor

Amy Jo’s MVP methodology is fantastic. The results you’ll see are a no-brainer


Ofer Leidner

President, Twill / Happify

This program help me serve customers better & deliver client solutions faster.


Dylan Watkins

Founder, Reality Smash

This program had invaluable impact on my product thinking – AND my product


Chris Swain

Professor @ USC Iovine and Young Academy

How You’ll Learn

Live trainings with Amy Jo Kim & guests

Get your questions answered & hear real-time case studies during our live coaching calls. We post recordings in your Members area.

Opportunities to observe expert coaching in action 

You can observe our private Coaching meetings with entrepreneurs and business owners,  and jump in with feedback when you’re ready. 

Monthly LIVE AMA with VIP experts

We bring in a world-class expert in game design, Lean UX, product management and other topics. monthly.  You get a front-row seat.

Game Thinking Masterclass

Step-by-step courses with interactive templates

Game Thinking Masterclass

Advanced courses add to your knowledge

You get access to our Game Thinking Innovation Sprint signature system, plus Cooperative Design & Product Teardown mini-courses.

Step-by-step templates streamline your work

Our proprietary Game Thinking templates take the guesswork out of building your MVP by showing you what to do, and how to do it. These templates will help you make smarter design decisions.  

Sample Workshop Agendas kickstart your results

We make it easy for you to create your Game Thinking Workshop by giving you sample Game Thinking workshop agendas to customize.  


Curated Peer Community with VIP Guests

Peer feedback amplifies your progress

In every coaching meeting, you get the opportunity to learn from your peers.You’ll continue those connections in our private community filled with people like you, eager to learn and happy to share their knowledge and experience

VIP Experts expand your horizons

We host monthly AMAs with  VIP experts that expose you to world-class designers & leaders — & give you the opportunity to get their feedback on your work. 


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Meaningful progress on your current project(s)

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To complete your Certification, you apply Game Thinking to a personal project and share your results. Your final presentation will include:

  • A Game Thinking teardown of your nearest competitor
  • Hot-core Superfan Insights and how you gathered them 
  • Customer Journey paired with a coherent mental model
  • Game Thinking Agenda for your first planned workshop

This program saved my team months of time. Incredible value


Vinayak Joglekar

CTO @ Excellerate

Amy Jo has a refined, effective process for bringing new ideas to life


Blair Ethington

Director @ Meta

I got powertools to validate my idea & find product/market fit


Myriam Pauillac

Founder @ Anaphore

Finally, I have a method to track innovation projects & help my team build hits


George Ogbonnaya

VP @ First City Monument Bank

This program is magic for entrepreneurs searching for product/market fit


Candis Best

CEO @ Learningateway

Game Thinking saved us from struggling through Customer Discovery on our own

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Cara Meverden

Podcasts @ Apple

Join a growing international community 

certification graduates

Game Thinking Certified professionals are a diverse, high-powered group from Europe, Africa, Southeast Asia, South America, and across the USA.  In this exclusive community you get access to ongoing meetups, events & partnership opportunities.

This program changed how we design; it delivers powerful insights fast


Kacie Hsu

User Research @ Jam City

I was amazed at how quickly we found the right people to test our product


Robin Allenson


Game Thinking gets FAR better results for our clients than Gamification


Jaxton Cheah

Gamification Coach

This program was life changing. The powerful results speak for themselves


Ambikesh Prasad

Innovation Coach

Game Thinking gave me techniques to accelerate my research. Brilliant!

amanda taylor

Amanda Taylor

Head of Insights @ (stealth)

This program helped me figure out & deliver what customers truly need


Tiago Sizenando

Gamification Expert

Apply Now for our Fall ’22

Game Thinking Masterclass

  • 6 months of interactive training in your time zone
  • Weekly hot-seat coaching solves your design problems
  • Easy-to-follow videos you can watch at your convenience
  • Step-by-step templates guide you through the activities
  • Supportive community to help you learn & iterate


When does the Fall 2022 cohort launch?

Our Fall Masterclass cohort kicks off Oct 6, 2022 

When do Fall 2022 Applications close?

Applications close Sep 30, 2022 at midnight PST 

What is the time commitment?

To participate, you need 2-3 hours a week to attend LIVE meetings, watch lessons, and fill out templates. 

When do meetings happen?

Our sessions happen Thursdays at 9am PST. We setup “satellite” meetings for students in different time zones. 

What if I get busy and need to miss a week or two?

This program is designed to accommodate vacations, crunch time, and other realities of being a working professional. It’s easy to get caught up – and we can extend your course membership to accommodate your schedule.

What are the LIVE coaching meetings like? 

In our weekly coaching meetings, we answer questions & review work-in-progress from everyone in the course. You can get your own work reviewed – and participate in dynamic feedback sessions on other people’s work too.

What if I can’t make it to a LIVE meeting?

All the weekly calls are recorded and published online – so you can download and listen to them on your own schedule.

Can I share the course with other team members? 

Your seat is for you – and you can register your team for the course,  just APPLY & tell us about your situation. 

Game Thinking sounds great, but I’m building an app/platform/enterprise system. Is this only for games?

Game Thinking will improve any product experience that can be built around learning, mastery and empowerment. It works for games – and ALSO for products, apps, blogs, marketplaces, and events where the goal is long-term engagement. 

This reminds me of Gamification – but I’m not hearing a lot about game mechanics. What’s the difference?

Gamification opens the door and gets people interested in the power of games. Game Thinking is the next step.  You’ll learn how to bring your ideas to life like a game designer, and create  Learning Loops that empower your players

This course covers a LOT of material. How can I do it all?  

You’re right – it IS a lot of material. We’ve broken it into manageable chunks, organized around activities with step-by-step instructions that move your project forward. You’ll get short-term gains from this material – AND long-term skill-building as you use these techniques on future projects. 

What if I don’t have the time I need, or the right skills?

This program is not for everyone – it’s for those who are passionate about running smarter product experiments and getting amazing client outcomes. Skill-wise, you don’t need to be a trained researcher or designer; you DO need to be willing to follow directions and learn how to iterate towards success.

What is the cost? Will my employer cover it?

For individuals, the cost is $5K USD. We have 2 team options: small (up to 6) for $10K or large (up to 12) for $15K

The course will enhance your product design and management skills & everyone on your team will benefit from the techniques you bring back to the company. If your company has a training budget, this should be covered. LEARN MORE

What do I get as a result of being Certified?

Once Certified, you get a Certificate of Mastery to display on your LinkedIn profile  – and you’ll be included and promoted in the Certified Professionals directory

You also get a 1-year license to use the Game Thinking tools and templates in your work – plus the opportunity to earn $$$ by promoting and running your own Game Thinking programs. Most importantly, you’ll be connected to a worldwide community of professionals who can help you solve problems and keep learning.