Title: The power of gamification in marketing and brand engagement: trends and insights

Authors: Suraj Kushe Shekhar; C. Ganesh Kumar

Addresses: VIT Business School, Vellore Institute of Technology, Vellore, India ' Indian Institute of Foreign Trade, New Delhi, 110016, India

Abstract: In the realm of marketing, gamification has emerged as a potent strategy that may effectively captivate clients and bolster their loyalty. This study does a comprehensive bibliometric analysis of 201 papers related to the topic of 'gamification and marketing'. The research demonstrates a consistent increase in the quantity of literature on the problem through the analysis of sources, authors, records and network analysis. Two instances of specialised topics that have garnered acknowledgment in contemporary times are in-game advertising and gameful experiences. The study highlights the need for a deeper understanding of the intricacies that arise from gamified marketing, particularly in areas such as gamification joy and e-banking, which have been mostly neglected. These overlooked topics offer potential avenues for further investigation. The findings provide useful insights for policymakers who are developing policies centred around gamification in marketing and also endorse additional investigations in crucial areas pertaining to the selected topic.

Keywords: gamification; bibliometric; marketing; branding; strategy.

DOI: 10.1504/IJPMB.2025.147409

International Journal of Process Management and Benchmarking, 2025 Vol.20 No.4, pp.513 - 537

Received: 11 Mar 2024
Accepted: 22 Apr 2024
Published online: 15 Jul 2025 *

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