Gamification is a paradigm and process innovation premised on applying game mechanics to non-game settings with benefits of creative games designs and disruptive effects challenging conventional learning approaches. The purpose of this study is to review the literature on gamification-as-innovation. Applying the systematic review methodology, this study examines 96 articles and identifies developments in gamification-as-innovation in literature. Insights from the review suggests three main perspectives on gamification-as innovation in processes that reveal problems (investigation), stimulate novel behavior (induction) or transform processes (intervention) for improved effectiveness and engagement. The review also captures the state-of-the-art in gamification research underscoring advances in multi-level models, strategic initiatives and digital platforms. The review concludes by highlighting future research directions that advance gamification scholarship and practice.