The ROI of Play

Let’s move past the “why” of play and focus on the “then what?”

Because here’s the reality: the endorphins, the cognitive spark, the shift in social dynamics—they don’t disappear when the facilitator packs up.

They ripple forward.

The biological effects of play prime teams for more than just a good time—they create a foundation for behavioural change that sticks. And in a workplace context, that translates into measurable improvements in how teams function day-to-day.

What Science Says and How It Shows Up at Work:

1. Play builds trust and social cohesion
   Dr. Stuart Brown’s foundational research highlights that shared play strengthens social attunement. When people laugh, solve problems, and move together, their emotional bonds deepen—something he refers to as “neural synchrony.”
   In the workplace: Trust is re-established. People communicate more openly. The barriers between departments and titles soften, making collaboration smoother.

Reference: Brown, S. (NIFP); The Play Philosophy​

2. Play reduces stress and increases safety
   The National Institute for Play’s Power of Play report demonstrates that play reduces cortisol (the stress hormone) and activates emotional regulation centred in the brain.
   In the workplace: Teams feel safer taking interpersonal risks—offering feedback, admitting mistakes, or pitching ideas. Leaders notice more candid conversations and fewer interpersonal flare-ups.

Reference: National Institute for Play Report​

3. Play enhances adaptability and learning
   According to Shen, Chick & Zinn (2022), play increases neuroplasticity, particularly in adults. It strengthens the brain’s ability to form new pathways—key for learning and innovation.
   In the workplace: Teams adapt to new systems faster. Individuals show greater initiative when facing ambiguity or change.

Reference: Shen, X., Chick, G., & Zinn, H. (2022). Frontiers in Psychology

4. Play fuels energy and motivation
   Research in Health Psychology (Berg et al., 2021) found that adults who engage in daily play report better emotional regulation, higher energy, and stronger coping skills.
   In the workplace: Teams show up with more focus. There’s less absenteeism, more forward momentum, and greater clarity on individual purpose.

Reference: Berg, C. A., Wiebe, D. J., & Suchy, Y. (2021)​

These aren’t abstract benefits. These are the foundations of a healthy, high-performing workplace culture.

So the question isn’t “Does play work?”
It’s “What happens when you stop thinking of it as an event—and start treating it as a strategic input?”

If the neuroscience explains how play changes our behaviour, neoteny explains why we’re wired to keep playing long after childhood ends.

Neoteny refers to the retention of youthful traits into adulthood. In evolutionary biology, it’s often used to describe physical development—but in humans, it’s behavioural too. Traits like curiosity, social connection, imagination, and a love of novelty aren’t just cute remnants from our early years. They’re strategic tools we’ve carried forward for survival.

Put simply: humans are one of the most neotenous species on the planet. And that’s no accident.

Neoteny allows us to adapt quickly. Learn continuously. Reconnect socially. And it’s the reason play doesn’t “expire” as we grow older—it evolves. It becomes collaborative, creative, challenging, and socially rich. The kind of play that transforms teams.

In the workplace, neoteny isn’t a quirk. It’s a competitive advantage.

How Neoteny Translates into Culture

• Curiosity becomes problem-solving
  Teams that are free to explore new ideas playfully are more agile when navigating change or disruption.
• Imaginative thinking becomes innovation
  The same traits that fuel storytelling and role-play in children now drive creative planning, ideation, and strategy.
• Social bonding becomes team cohesion
  Just as play connects children, it strengthens adult workplace dynamics—particularly across silos, seniority, or remote environments.
• Experimentation becomes learning culture
  A playful mindset reduces fear of failure, encouraging feedback, trial, and continuous improvement.

Play, then, isn’t something we do to escape work. It’s something we do to become better at it.

It taps into the very biology that has helped us succeed for generations. And it’s still the key to building cultures that think smarter, adapt faster, and connect deeper.

What Happens When Play Doesn’t Stop

We’ve seen the research. We’ve unpacked the biology. Now here’s the challenge for most organisations:

They treat play as a single moment. A break. A reward.
And then they go back to business as usual.

But teams who treat play as a strategy—not a sideline—don’t just see a boost in morale. They see long-term improvements in connection, engagement, and performance.

Because what happens after the event matters just as much as what happens during it. 

One of the biggest misconceptions about play-based experiences is that they’re momentary. That they’re a reward, a reset, or worse—a filler.

But the play we deliver at Corporate Challenge Events is none of those things.

We design for something far more powerful: lasting impact.

Our approach is built on the idea that when teams play together, they’re not learning something new. They’re remembering something ancient. They’re activating the play-driven adaptability, connection, and curiosity that already exists inside them. In scientific terms? That’s neoteny in action—and it’s where real transformation starts.

Our model is a strategic framework we call Periodic Play—a rhythm of play that turns connection into culture and moments into meaningful momentum.

We know from our own data, and from the 2025 Industry Insights Survey that

“There is growing interest in habitual micro-play—signalling a shift from one-off events toward embedded, values-aligned engagement.”

That’s not anecdotal. That’s organisational change. And that’s the gap we close.

Because the true ROI of play doesn’t happen in a single afternoon. It happens in how teams show up on Monday. And how they stay connected six months later.

That’s why every CCE program includes free access to tools that extend the impact beyond the day:

• The Play Hub: A digital space to revisit challenges, set new ones, and reflect on play in practice
• The Connection Deck: Simple, actionable prompts to embed reflection and play into team rituals
• Play Personality Integration: Helping teams understand their play strengths and how to leverage them at work
• 6 months of post-event support: Practical, ongoing guidance to help teams turn what they learned into lasting habits

These aren’t extras. They’re part of the promise.

We don’t disappear after the event. We walk with you through the cultural shift.

When play becomes part of your rhythm—not just your calendar—it delivers returns:

• Stronger relationships that cut across roles and locations
• Teams that collaborate more fluidly and recover faster from pressure
• Individuals who bring more energy, resilience, and creativity into their work

The ROI isn’t just seen in smiles or survey responses—it’s felt in how the work gets done, how people treat one another, and how culture holds up when things get tough.

This is the power of play, when it’s delivered with purpose.

And it’s why we don’t design for entertainment.
We design for transformation.