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Gamification as a strategic marketing innovation: a systematic literature review

2026-04Artigo científico Acesso aberto
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dc.contributor.authorRosário, Albérico Travassos
dc.contributor.editorCasaca, Joaquim
dc.date.accessioned2026-03-27T15:13:07Z
dc.date.available2026-03-27T15:13:07Z
dc.date.issued2026-04
dc.description.abstractGamification has emerged as a prominent technique for enhancing user engagement by incorporating gaming elements into non-gaming settings. Consequently, it is rapidly gaining popularity as a marketing strategy to attract and retain customers. This study examines research trends in this domain through a systematic bibliometric review of studies addressing gamification as an innovative marketing approach. Employing the prisma framework, the review analyses 62 articles indexed in the Scopus™ and WoS™ databases, thereby providing updated insights into the field. The R-based tool “Biblioshiny for Bibliometrix” was used to conduct the bibliometric analysis. The results indicate that gamification contributes to branding, sales growth, and organizational performance. In addition, it supports value cocreation—a central element of contemporary marketing—and promotes social interaction through online forums where users share experiences, knowledge, and feedback. The main theoretical contributions suggest that gamification enhances consumer engagement in immersive experiences, increases brand awareness, strengthens customer loyalty, provides valuable insights into consumer behavior, and stimulates sales by encouraging repeat purchases. From a managerial perspective, the findings highlight the importance of marketing professionals understanding specific game elements and their influence on players’ emotional responses and engagement in order to implement gamification strategies that foster more engaging, interactive, and personalized customer experiences, ultimately contributing to increased brand loyalty, sales, and customer satisfaction.eng
dc.identifier.citationRosário, A. & Casaca, J. A. (2026). Gamification as a Strategic Marketing Innovation: A Systematic Literature Review. Innovar, 36(100). e110410. https://doi.org/10.15446/innovar.v36n100.110410
dc.identifier.doi10.15446/innovar.v36n100.110410
dc.identifier.urihttp://hdl.handle.net/10400.26/62525
dc.language.isoeng
dc.peerreviewedyes
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectBibliometrix
dc.subjectGamification
dc.subjectInnovation
dc.subjectMarketing
dc.subjectMarketing innovation
dc.titleGamification as a strategic marketing innovation: a systematic literature reviewpor
dc.typejournal article
dspace.entity.typePublication
oaire.citation.issue100
oaire.citation.titleRevista Innovar
oaire.citation.volume36
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85

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