Gamification is increasingly used in marketing to enhance Consumer Brand Engagement (CBE) through interactive experiences. However, much of the literature assumes homogeneous consumer responses, overlooking how prior gaming experience shapes engagement with gamified brand elements. This study addresses this gap by examining how prior gaming experience influences CBE across four dimensions: Absorption, Identification, Affection, and Social Connection. A quantitative survey of 698 Portuguese consumers (489 gamers and 209 non-gamers) was conducted. MANOVA and multiple regression analyses were applied to compare group differences and assess how gamification mechanisms (Immersion, Achievement, and Social Interaction) influence CBE dimensions in both segments. Results show that non-gamers develop stronger Identification, while gamers exhibit higher Absorption, Affection, and Social Connection. Significant differences in Immersion, Achievement, and Social Interaction confirm that prior gaming experience conditions engagement with gamified brand elements. These findings highlight the importance of tailoring gamification strategies to consumer profiles, designing immersive and competitive gaming experiences, and socially oriented, accessible experiences for non-gamers. The study advances CBE theory in gamified contexts and reinforces the need for segmentation-based gamification strategies in marketing practice..

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Consumer Brand Engagement,Gamification,Gaming Experience,Marketing,CBE Dimensions