The phenomenon of turning services and products into games is called Gamification and has become one of the biggest technology trends of the last decade. Therefore, most companies are interested in using gamification as a tool to increase the motivation of consumers to interact with their brands. Greater user engagement through gamification can be more effective than traditional advertising. Gamification encourages customers to interact with the brand through entertainment and intelligent marketing messages. The purpose of the study is to review existing selected literature, on the keywords “Gamification” and “Customer Enthusiasm” and also “Brand Engagement” from the web aggregator of scientific publications from 2020 to 2024. The review indicates that gamification provides positive effects on Customer Engagement and Psychological Impressions. The findings of the review provide insight for further studies as well as for the design of gamified systems.
