Gamification in marketing as a tool to increase consumer engagement

The article examines gamification as a modern marketing tool aimed at increasing customer engagement, retention, and loyalty. The object of the study is the gamification practices of three large Russian companies: MTS PJSC, Sberbank PJSC and the OZON marketplace. Based on the analysis of open cases, industry research and expert materials, a comparative analysis of the applied game mechanics and their impact on key marketing indicators (activity, Retention, NPS, traffic, etc.) was carried out. It is shown that MTS uses gamification as an addition to ecosystem services, Sber as the strategic core of the loyalty program, and OZON as a tool for short–term traffic growth. Conclusions about the advantages and risks of various approaches to gamification are formulated and practical recommendations for their optimization are proposed.

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