The use of game elements in the management of relationships and behavior among individuals and between them and organizations of all kinds has been part of the history of humankind. However, never before have organizations had so many means and tools at their disposal to motivate and promote desired meaningful behaviors amongst their customers, employees, citizens, partners, etc.

Gamification is a behavior management scheme that uses elements, mechanics and techniques used in game design and applies them in other contexts in order to encourage and motivate people towards desired or specific behaviors and engagement. When they are well designed, games provide a rewarding experience; they engage and invite us to improve ourselves. And, above all, they are not imposing. We do things because we want to and not because we have to. The use of game elements, mechanics and techniques in order to engage people goes precisely in that direction. There are many reasons behind the use of gamification. The current low rates of individual engagement levels and the need for new motivation schemes, the emergence of new behaviors fostered by digitalization and the growing importance of intrinsic motivation, among other aspects, call for new shemes in the the way motivation and incentives are approached. Gamification has in recent years been seen as very helpful in contexts such as Human Resources Management, Marketing and Sales, Corporate Compliance, Innovation, or Social transformation, among others.