Although gamification is a recent topic, it has become increasingly popular in various contexts. The first definition of gamification appeared in 2011 and continues to be the most widely used by researchers (e.g., Huotari and Hamari, 2012; Nobre and Ferreira, 2017; Bauer et al., 2020). Gamification refers to using game design elements in non-game contexts to motivate and increase activity and retention in digital design and marketing activities (Deterding, 2011). Huotari and Hamari (2012) and Hammedi et al. (2017), for example, claim that gamification is a tool that integrates the service process of the gaming experience that aids and enhances the creation of the overall value of the user experience. User experience can be considered as customer experience (CX), which, according to Bagdare and Jain (2013) and Godovykh and Tasci (2020), is defined as a customer's cognitive, affective, sensory, and behavioral responses throughout the consumption process.

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Gamification,Customer experience,Customer engagement,Gameful experience,Gamified experience,Retail,Marketing,Personalisation