Gamification in Online Marketing: A Systematic Review of Current Research

Abstract

This study conducts a systematic literature review (SLR) to examine the role of gamification in online marketing and its impact on consumer engagement, brand equity, and behavioral outcomes. By integrating findings from studies published between 2020 and 2022, the review highlights how game elements such as points, badges, leaderboards, and challenges enhance both intrinsic and extrinsic motivation. The results demonstrate that gamification is effective in increasing consumer enjoyment, participation, and loyalty, particularly within mobile applications, loyalty programs, and advergames. However, the findings also emphasize that its effectiveness is contingent upon design elements, platform contexts, and individual user characteristics, suggesting that a universal approach may not yield optimal results. Furthermore, issues related to ethics, disclosure, and personalization emerge as critical considerations in the design of gamified marketing strategies. Overall, the review concludes that gamification is a promising yet context-dependent tool for digital marketing, requiring thoughtful, theory-driven implementation to maximize long-term value and consumer trust.