ISSN: 2222-6990
Open access
Purpose: Gamification has become a pivotal strategy for enhancing customer loyalty in digital marketing contexts (e.g., mobile apps, e-commerce), with relevant research accumulating rapidly in recent years. However, the field remains highly fragmented—exhibiting inconsistencies in theoretical frameworks, methodological designs, and contextual applications. This study aims to conduct a comprehensive systematic review to synthesize empirical findings, clarify key research patterns, and help scholars and practitioners gain a holistic understanding of the mechanisms linking gamification to customer loyalty. Design/methodology/approach: This study adopts a systematic literature review approach in line with the Preferred Reporting Items for Systematic Reviews and Meta-analyses (PRISMA) framework (Moher et al., 2009). It analyzes the content of retrieved articles to extract and categorize core information, including research design, underpinning theory, key variables, analytical methods, and core findings. Findings: The most widely adopted theoretical framework in existing studies is the Stimulus-Organism-Response (SOR) model, followed by the Technology Acceptance Model (TAM) and Attachment Theory. Quantitative research dominates the field; Structural Equation Modeling (SEM) (via Smart PLS or AMOS) is the most common analytical tool, while fuzzy-set Qualitative Comparative Analysis (fsQCA) is increasingly applied for configurational analysis. Perceived enjoyment, social interaction, and brand trust are the critical mediating variables between gamification and customer loyalty, and research contexts are mainly concentrated in mobile apps and emerging markets. Research limitations/implications: This study focuses exclusively on empirical research on gamification and customer loyalty, with its scope limited to English-language studies published between 2017 and 2025. The availability of articles is restricted by subscribed database access, and the relatively nascent nature of gamification research in underrepresented contexts (e.g., Metaverse, healthcare) results in a limited number of relevant studies. Originality/value: By organizing the timeline of gamification and customer loyalty research and classifying literature into theoretical, methodological, and contextual clusters, this study provides a holistic assessment of the current research trend. It identifies critical gaps (e.g., cross-cultural differences, longitudinal effects) and offers actionable directions for future inquiry, facilitating the advancement of both academic theory and practical application.
Abou-Shouk, M., & Soliman, M. (2021). The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement. Journal of Destination Marketing & Management, 20, 100559. https://doi.org/10.1016/j.jdmm.2021.100559
Al-Adwan, A. S., Yaseen, H., Alkhwaldi, A. F., Jafar, R. M. S., Fauzi, M. A., & Abdullah, A. (2025). Treasure hunting for brands: Metaverse marketing gamification effects on purchase intention, WOM, and loyalty. Journal of Global Marketing, 38(4), 392–416. https://doi.org/10.1080/08911762.2025.2463897
Alibakhshi, S., Seyyedamiri, N., Nazarian, A., & Atkinson, P. (2024). A win–win situation: Enhancing sharing economy platform brand equity by engaging business owners in CSR using gamification. International Journal of Hospitality Management, 117, 103636. https://doi.org/10.1016/j.ijhm.2023.103636
Arifin, A. P., & Vistro, D. M. (2020). Enhancing e-commerce experience using gamification in clothing websites. Journal of Advanced Research in Dynamical and Control Systems, 12(3, Special Issue), 886–890. https://doi.org/10.5373/JARDCS/V12SP3/20201331
Arya, V., Sambyal, R., Sharma, A., & Dwivedi, Y. K. (2024). Brands are calling your avatar in the metaverse: A study to explore XR-based gamification marketing activities and consumer-based brand equity in the virtual world. Journal of Consumer Behaviour, 23, 556–585. https://doi.org/10.1002/cb.2214
Bauer, J. C., Linzmajer, M., Nagengast, L., Rudolph, T., & D’Cruz, E. (2020). Gamifying the digital shopping experience: Games without monetary participation incentives increase customer satisfaction and loyalty. Journal of Service Management, 31(3), 563–595. https://doi.org/10.1108/JOSM-10-2018-0347
Bay?r, T., & Akel, G. (2024). Gamification in mobile shopping applications: A review in terms of the technology acceptance model. Multimedia Tools and Applications, 83, 47247–47268. https://doi.org/10.1007/s11042-023-16823-7
Behl, A., & Pereira, V. (2021). What’s behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach. Australasian Journal of Information Systems, 25, 1–22. https://doi.org/10.3127/ajis.v25i0.3203
Bazi, S., & Hajawi, D. A. (2025). Customer inspiration in the metaverse: Antecedents, mechanisms, and outcomes. Journal of Retailing and Consumer Services, 75, 104439. https://doi.org/10.1016/j.jretconser.2025.104439
Bidmon, S. (2017). How does attachment style influence the brand attachment–brand trust and brand loyalty chain in adolescents? International Journal of Advertising, 36(1), 164–189. https://doi.org/10.1080/02650487.2016.1172404
Butt, A. H., Ahmad, H., Muzaffar, A., Irshad, W., Mumtaz, M. U., & Khan, T. Z. A. (2025). WeChat gamification: Mobile payment impact on word of mouth and customer loyalty. Spanish Journal of Marketing - ESIC, 29(1), 95–113. https://doi.org/10.1108/SJME-01-2023-0021
Choirisa, S. F., Waworuntu, A., & Istiono, W. (2025). Enhancing user engagement and loyalty in online travel agents: A gamification approach. Journal of Hospitality and Tourism Technology, 16(1), 139–157. https://doi.org/10.1108/JHTT-08-2023-0214
Ezzatian, S., Toghraee, M. T., & Farsani, N. T. (2025). Branding tourism destinations in the metaverse: Insights from professionals and researchers. Journal of Tourism Futures, 1–18. https://doi.org/10.1108/JTF-08-2024-0176
Fathian, M., Sharifi, H., & Solat, F. (2019). Investigating the effect of gamification mechanics on customer loyalty in online stores. Journal of Industrial Technology and Management, 1–15. https://doi.org/10.22059/jitm.2019.287056.2390
Habachi, S., Matute, J., & Palau-Saumell, R. (2024). Gamify, engage, build loyalty: Exploring the benefits of gameful experience for branded sports apps. Journal of Product & Brand Management, 33(1), 57–75. https://doi.org/10.1108/JPBM-07-2022-4070
Hashim, A. A.-M. M., & Hassan, Z. B. (2024). The mediating role of self-efficacy and gamification in influencing customer loyalty toward mobile banking in Malaysia. Nanotechnology Perceptions, 20(S5), 556–568. https://doi.org/10.62441/nano-ntp.vi.762
Hong, H., & Lee, S.-E. (2024). The determinants of customer loyalty in live stream fashion shopping: A cross-generational analysis of Chinese female consumers. The International Journal of Technology, Knowledge, and Society, 21(1), 101–128. https://doi.org/10.18848/1832-3669/CGP/v21i01/101-128
Ho, Y.-J., Liu, S., & Wang, L. (2022). Fun shopping: A randomized field experiment on gamification. Information Systems Research, 33(4), 1489–1508. https://doi.org/10.1287/isre.2022.1147
Hosseini, E., & Rezvani, M. H. (2021). E-customer loyalty in gamified trusted store platforms: A case study analysis in Iran. Bulletin of Electrical Engineering and Informatics, 10(5), 2899–2909. https://doi.org/10.11591/eei.v10i5.3165
Hsu, C. L., & Chen, M. C. (2018a). How does gamification improve user experience? Technological Forecasting and Social Change, 88, 118–129. https://doi.org/10.1016/j.techfore.2018.01.023
Hsu, C. L., & Chen, M. C. (2018b). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121–133. https://doi.org/10.1016/j.chb.2018.06.037
Kaur, J., Lavuri, R., Parida, R., & Singh, S. V. (2023). Exploring the impact of gamification elements in brand apps on purchase intention. Journal of Global Information Management, 31(1), 30. https://doi.org/10.4018/JGIM.317216
Khademi Zare, S., Varnaseri, A., & Bayati, N. (2024). Identifying the applications of gamification for audience attraction in public libraries. Libri, 74(2), 1–14. https://doi.org/10.1515/libri-2023-0123
Kim, C., Costello, F. J., & Lee, K. C. (2020). The influence of gamification and novelty-seeking traits on consumers’ repurchase intention in omnichannel retailing. Frontiers in Psychology, 11, 1664. https://doi.org/10.3389/fpsyg.2020.01664
Liao, Y.-J., & Ahn, J. (2025). The role of gamification attributes in customer behavior in mobile food delivery. International Journal of Human–Computer Interaction, 18(3), 210–228. https://doi.org/10.1080/10447318.2025.2520940
Li, N., & Aumeboonsuke, V. (2025). How gamification features drive brand loyalty: The mediating roles of consumer experience and brand engagement. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 113. https://doi.org/10.3390/jtaer20020113
Li, X., Su, X. W., & Wang, Y. C. (2020). Experiential branded app engagement and brand loyalty. Journal of Psychology in Africa, 30(5), 417–426. https://doi.org/10.1080/14330237.2020.1821312
Liu, A., Urquía-Grande, E., López-Sánchez, P., & Rodríguez-López, Á. (2024a). The power of play in microfinance. Journal of Behavioral and Experimental Finance, 4, 100972. https://doi.org/10.1016/j.jbef.2024.100972
Liu, A., Urquía-Grande, E., López-Sánchez, P., & Rodríguez-López, Á. (2024b). The role of gamification in customer citizenship behavior. Finance Research Letters, 63, 105359. https://doi.org/10.1016/j.frl.2024.105359
Mattke, J., & Maier, C. (2021). Gamification: Explaining brand loyalty in mobile applications. AIS Transactions on Human-Computer Interaction, 13(1), 62–81. https://doi.org/10.17705/1thci.00142
Nawaz, M. Z., Nawaz, S., & Guzman, F. (2023). Brand crowdfunding using followers boosted through gamification affordances. Journal of Product & Brand Management, 32(8), 1355–1373. https://doi.org/10.1108/JPBM-01-2023-4314
Nguyen, L.-T., Tran, N.-T. T., Dang, T.-Q., & Duc, D. T. V. (2025). Beyond transactions: Building customer loyalty and brand value co-creation in Vietnamese financial apps. Human Behavior and Emerging Technologies, 2025, Article 5599209. https://doi.org/10.1155/hbe2/5599209
Pasaribu, R. M., Lubis, A. N., Rini, E. S., & Sembiring, B. K. F. (2024). Examining Generation Z loyalty in Medan’s fashion sector omnichannel. Journal of Ecohumanism, 3(6), 562–570. https://doi.org/10.62754/joe.v3i6.4028
Paschmann, J. W., Bruno, H. A., van Heerde, H. J., Völckner, F., & Klein, K. (2024). Driving mobile app user engagement through gamification. Journal of Retailing, 101(4), 1275927. https://doi.org/10.1177/00222437241275927
Teng, X., & Yeap, J. A. L. (2026). Gamification Impact on Customer Loyalty: A PRISMA Analysis and Future Research Direction. International Journal of Academic Research in Business and Social Sciences, 16(3), 816–827.
Copyright: © 2026 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode