The term gamification refers to an approach where techniques of game design are employed in a non-game context to drive engagement and promote positive behaviour. It has been used in various fields such as employee performance management, training, and customer engagement to varying levels of success.
Gamification became popular around 2011 when Gartner projected it at the peak of the hype cycle of emerging technologies. Since then, we have seen it climb the crest of expectations and slide down into the trough of disillusionment. Come 2015, gamification is no longer on the chart of the Gartner hype cycle. Does that mean gamification is another of those hypes that never delivered on its promise? Or did it just lose its prominence with the arrival of a much broader digital strategy? This paper examines the aspects that made gamification a hype and its much debated pitfalls in the context of loyalty and customer engagement. It aims to explain how gamification can still be a viable strategy.