ABSTRACT
The main purpose of this study is to systematically compile theoretical information about the definition and concept of gamification. In this context, the study is a qualitative research and literature review, and systematic approach methods were used. As a result of the study, it was determined that the term and concept of gamification are new approaches and are an increasing field both in practice and in academic literature. Gamification, which is spreading more rapidly, especially in business and marketing applications, is expanding its use as one of the innovative strategies in the field of marketing, including customer relationship management. The main focus during the analysis and evaluation process was to produce a comprehensive study on the definition and concept of gamification.

Keywords: gamification, definitions of gamification, gamification concept

Jel Classification: M31, O30