Gamification in marketing: a review of fifteen years of research and a future research agenda

Purpose Gamification has been widely adopted to motivate consumers and enhance their experiences with products, services and brands. However, its effectiveness remains inconsistent: when applied superficially, it may be dismissed as a gimmick; and when misused, it may manipulate consumers and lead to negative outcomes. This study therefore develops a comprehensive understanding of how gamification works in marketing, which forms are most effective and what ethical dilemmas it entails. Design/methodology/approach This study systematically reviews 172 empirical studies across 149 papers, constituting the corpus of gamification marketing as of the end of 2024. The review follows the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines and the TCCM (Theory–Context–Characteristics–Methodology) framework. Findings The findings indicate that gamification has been studied across seven distinct marketing contexts. It can improve key marketing performance dimensions (e.g. purchase intentions and loyalty), although its effectiveness varies by form. These effects typically operate through mediators (e.g. perceived value) and are shaped by moderators (e.g. prior experience). Based on these findings, 14 future research directions are proposed, spanning theoretical development, thematic exploration and methodological innovation. Practical implications Practitioners should tailor gamification designs to specific marketing objectives and contexts rather than relying on one-size-fits-all approaches. They should also implement ethical, consumer-centered gamification strategies that safeguard autonomy and privacy while avoiding unintended manipulation. Originality/value By synthesizing 15 years of research on gamification in marketing, this study offers an overarching view of how gamification influences consumer psychology and behavior. It consolidates existing knowledge, identifies critical gaps and outlines a strategic agenda for advancing gamified marketing research.