Gamification has gained popularity in marketing, with major corporations like Nike, Amazon, and Starbucks incorporating it into their activities.

Gamification is becoming increasingly popular. With the COVID-19 epidemic, individuals have begun to use more digital platforms and services, and this behavior reveals itself in the post-pandemic era. Furthermore, the use of gamification for advertising has grown significantly in recent years. In this context, it is critical to have a visual picture of the collective scientific progress on this area of study, as it helps academics identify the current relevance of gamification, as well as plan their future research in the field.

This review might also be valuable for professionals who wish to increase their understanding of gamification implementation since it collects, organizes, and examines current knowledge on the subject and presents it in an organized format.

However, it should be highlighted that many gaming elements utilized in marketing are not very new. Loyalty programs, which have been employed in marketing for decades, can function similarly to gaming systems. Even if the aims are similar, gamification varies from conventional loyalty programs, which merely strive to provide economic rewards to their clients in exchange for their continued usage of services. Gamification, on the other hand, seeks to increase customer participation by giving not just economic, but also motivational and social rewards.

Therefore, in marketing, gamification is defined as the use of game design elements to improve non-game goods and services by increasing customer value and encouraging value-creating behaviors such as increased consumption, greater loyalty, engagement, or product advocacy.