Rosário, Albérico TravassosCasaca, Joaquim2026-03-272026-03-272026-04Rosário, 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.v36n100.110410http://hdl.handle.net/10400.26/62525Gamification 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.engBibliometrixGamificationInnovationMarketingMarketing innovationjournal article10.15446/innovar.v36n100.110410