On November 30, 2024, the first gamification workshop took place in the Gamification Transformation Lab at the Faculty of Economics and Business Administration, Sofia University "St. Kliment Ohridski". This lab was established as part of project BG-RRP-2.004-0008 "Sofia University – Marker for Innovation and Technology Transfer (SUMMIT)", under Activity 3.4 "Research with Innovation or Knowledge Transfer Potential" within Pillar 2, "Creating a Network of Research Universities", funded by the "Innovative Bulgaria" component of the National Recovery and Resilience Plan.

The event became a true celebration of innovation and creativity, bringing together nearly 90 fourth-year students who collaborated in teams to develop solutions for real-world business challenges. The students' impressive ideas and diligent approach demonstrated the significance of gamification as a method for education and research.

The students were organized into 30 teams, 22 of which presented their projects during the workshop. The central theme was “The Impact of Technological Innovations on Consumer Behavior and the Culture of Convenience”. The teams were tasked with analyzing environmental factors influencing the entry of innovative products into the European market. Their goal was to propose marketing strategies, including market segmentation, target segment selection, pricing, distribution policies, and communication mixes.

The Gamification Transformation Lab offered a unique opportunity for students to apply the theoretical knowledge gained in their courses while integrating contemporary technologies into their projects. Notably, 15 teams utilized generative artificial intelligence (AI) for data analysis and strategy development.

The workshop was conducted in two main phases. In the first phase, teams prepared and uploaded their reports to the Moodle platform, adhering to criteria for analytical depth, visualization, and source citation. In the second phase, during the workshop, teams presented their findings in concise 5-minute presentations. These sessions were characterized by energy and collaboration, as students showcased not only their professional expertise but also their exceptional teamwork skills.

The teams’ work was evaluated by a jury comprising Prof. Tzvetan Davidkov, Prof. Neviana Krasteva, Assistant Prof. Aleksey Potebnya, Ph.D., and Assistant Teodor Daskalov. The jury expressed their satisfaction with the level of the presentations and highlighted the students' dedication to the task.

Prof. Krasteva emphasized the importance of such events, stating, “This platform for showcasing future professionals not only stimulates creativity but also builds skills crucial for their professional realization”. Prof. Davidkov praised the teams' efforts, noting, “The students’ activity and their innovative ideas proved the potential of gamification as an educational tool”. Assistant Daskalov highlighted the integration of artificial intelligence as a “significant advancement in modern education”.

While the workshop was a resounding success, the jury identified areas for improvement. These included better data visualization, quantitative market analysis, and stricter adherence to citation requirements. Organizational aspects, such as time management and providing clear presentation guidelines, were also noted as opportunities for refinement in future events.

The workshop has established itself as a pivotal moment in the students’ education, blending theoretical knowledge with practical skills in an interactive and innovative format. The Gamification Transformation Lab continues to drive change in teaching and research methodologies, fostering engagement and innovation among young professionals.

The next steps involve further discussions with teams that utilized artificial intelligence to deepen the analysis of their results. These discussions will be held during the marketing exercises, where instructors will provide feedback to help teams refine their work.

The Gamification Transformation Lab demonstrates that modern methods like gamification can transform traditional education, offering students a platform for creativity and expression. The workshop was an inspiring example of how theory and practice can be seamlessly integrated to benefit education and professional development.