Game On: Exploring the Interplay of Gamified Marketing and Customer Engagement in E-marketplaces

Abstract

Gamified marketing is redefining the present and future of marketing by using game-like elements to enhance customer engagement. This study explores Filipino customers’ experiences with gamified marketing within the leading e-marketplace environment in the Philippines, represented by platforms such as Shopee and Lazada. While gamification is gaining traction globally, its application in e-marketplaces remains underexplored, particularly in relation to the factors that sustain or hinder customer engagement. To address this, the study draws on Self-Determination Theory (SDT) and Gibson’s Affordance Theory. SDT explains the role of intrinsic and extrinsic motivation in driving user behavior, while Affordance Theory examines how users perceive and act upon interactive platform features. Data was gathered through in-depth, semi-structured interviews with 10 participants who had varying experiences with gamified marketing. Thematic analysis revealed that customers motivated by intrinsic factors tend to remain engaged, while those driven by extrinsic rewards often disengage due to fatigue or perceived lack of value. Notably, all participants exhibited a strong awareness of time as a personal currency, engaging only when gamified experiences felt rewarding, efficient, or worth the effort. This study highlights how gamified marketing transforms communication by creating interactive, engaging touchpoints that strengthen customer relationships and sustain participation in digital marketplaces.