The paper proposes a gamified approach to innovative concept generation based on co-creation, including usage of a specific idea development method and tool (IdeaChef®), to address a complex company challenge. IdeaChef® fuelled the dialogue amongst competing multidisciplinary teams and with other supporting stakeholders to maximize the engagement in developing and converting high potential ideas to minimum viable concepts (MVC). Selected developed concepts were in a second step tested and validated on the market, including customer willingness to pay for the various services defined, as well as further fine-tuned based on the received market feedback. The gamified approach to co-creation demonstrates an alternative process to deal with complexity and uncertainty. The broader background research conducted and the robust and tangible concepts validated on the market mitigate the risk of market failure.