Gamification for Brand Value Co-Creation: A Systematic Literature Review

Mohamad Amir Merhabi*, Panagiotis Petridis, Rushana Khusainova

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review


Gamification, commonly defined as the use of game elements in non-game contexts, is a relatively novel term, yet it has been gaining popularity across a wide range of academic and industrial disciplines. In the marketing field, companies are increasingly gamifying their mobile apps and online platforms to enrich their customers’ digital experiences. Whilst there has been a number of systematic studies examining the influence of gamification on user engagement across different fields, none has reviewed its role in brand value co-creation. Following a systematic literature review procedure via the online research platform EBSCOhost, this paper is the first to survey a set of empirical studies examining the role and impact of gamification on brand value co-creation. A final pool of 32 empirical studies implies the existence of four types of activities that are co-created by online users and positively influenced by gamification, namely: customer service, insights sharing, word-of-mouth, and random task. Moreover, this paper highlights the major game dynamics driving these activities, the key findings of each of the covered studies and their main theoretical underpinnings. Lastly, a set of noteworthy research directions for future related studies are suggested, comprising the exploration of novel game elements, and new co-creation activities related to corporate social responsibilities and physical commercial operations.
Original languageEnglish
Article number345
Issue number9
Publication statusPublished - 26 Aug 2021

Bibliographical note

© 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (


  • Brand value co-creation
  • Consumer behaviour
  • Consumer motivation
  • Crowdsourcing
  • Customer engagement
  • Customer value creation
  • Gamification
  • Marketing
  • Online users
  • Sharing economy


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