Gamification refers to the use of game elements and mechanics in non-game contexts to increase user engagement and motivation.


The term gamification dates back to the early 2000s and became popular through use in various industries to improve user interactions. The basic idea is that playful elements such as points, badges, and rankings can motivate people to show certain behaviours or complete tasks.

Areas of application

Gamification is used in many areas, including education, marketing, employee training, and customer loyalty. Companies use gamification to increase productivity, retain customers, and improve user experience.


The main benefits of gamification lie in increased user participation and motivation. Playful elements can facilitate learning and information absorption, increase productivity, and improve customer loyalty. In addition, gamification promotes social interaction and competition among users.


One of the biggest challenges when implementing gamification is ensuring that the gaming elements are relevant and appealing to the target group. There is also a risk that users will lose interest if the rewards are not sufficiently motivating. Careful design and continuous adjustments are necessary to overcome these challenges.


A specific example of using gamification is a B2B merchant portal, which awards users points and badges for various activities such as filling out profiles, submitting orders, or taking part in training courses. These elements promote the use of the portal and increase user satisfaction.


Gamification is an effective way to increase user engagement and motivation in various contexts. By using game typical elements, companies can increase productivity, improve customer loyalty and optimize the user experience. Despite implementation challenges, gamification offers numerous benefits that make it a valuable tool in the modern business world.