Gamification Implementation in Service Marketing: A Literature Review

 In recent years, technology has been harnessed to motivate and engage people toward beneficial behaviors. Global competition has made it challenging for marketers to attract and retain customers, leading to the rise of innovation through digital marketing. Gamification, which applies game design elements in non-game contexts, is a key development in this field. Despite growing interest, a significant gap exists in the literature regarding its successful implementation and sustainability in service marketing. This systematic review analyzed 27 selected articles (out of an initial 302) to identify trends and gaps. The findings suggest that behavior and attitude changes are achieved through motivation linked to gamification, and success depends heavily on design and sustainability. Research in this area has seen a notable increase since 2017.