Gamification, defined as the integration of game design elements into non-game settings, has seen significant growth in popularity over the past decade. In the business context, it is employed as a tool to tap into consumers’ psychological motivations toward engaging with services, products, activities, or brands. Although various frameworks have been introduced—each emphasizing unique design elements and their potential to influence attitudes—empirical studies exploring the true drivers behind gamification's marketing effectiveness remain scarce. This study introduces a comprehensive gamified framework designed specifically to evaluate how gamification influences brand engagement, focusing on user experience (UX) and incorporating diverse game design elements. An experiment was conducted in which participants engaged in tasks within the gamified environment. Following the experience, participants completed a detailed survey, providing insights into the relationship between UX and game elements and how these influence both utilitarian and hedonic motivations.
Additionally, the study performed a holistic assessment of the overall gameful experience and its impact on customer attitudes toward the brand. The findings revealed a strong and statistically significant positive correlation between the gamified framework and the examined variables. Importantly, player personality emerged as a key moderating factor. The study concludes that brand attitudes can be significantly shaped through gameful experiences, ultimately fostering greater, more active brand engagement.
