Elaine Grech is a resident lecturer in Marketing at the University of Malta. Her current research focuses on the use of gamification, whereby the product or service offering is enhanced by incorporating engaging elements that are typically found in games to non-game contexts. She is interested in the effect of gamification on the customers’ experience, particularly on customers’ engagement, motivation and behaviour.

Before pursuing her academic career, Elaine worked with an independent marketing consultancy company for ten years. She was responsible for a wide range of market research and marketing consultancy projects in various industries, including the FMCG market, telecommunications, finance and education.