The dynamics of the knowledge-based economy are intrinsically linked to the concept of gamification, which has been increasingly discussed in the context of companies’ marketing strategies. It is therefore necessary to understand how gamification can be strategically applied in different contexts to increase the performance and competitiveness of companies. This paper aimed to analyze how gamification impacts customers’ intention to participate in the gamification process and how this strategy influences customers’ attitudes towards the brand. Multiple linear regression analyses were conducted in a sample of 238 Portuguese consumers using the Nike Run Club application. The study revealed that gamification can be an effective tool to increase users’ interaction with brands. Perceived usefulness, perceived social influence, engagement intention and gamification performance were identified as the main predictors of gamification on brand attitude. Furthermore, social interaction is a key factor for the success of game systems, which should promote interaction between communities of players to share functionality and solve task problems. It was observed that attitude towards the brand is positively influenced by factors such as usefulness, perceived ease of use, social influence, intention to get involved, and gamification of performance, especially when these are mediated by the sensation of pleasure. This finding points to the importance of these elements in shaping consumers’ perceptions of brands. To maximize engagement with brands, gamification tools should allow sharing content and tasks, promoting discussions and broadening the connection between the gamers community. It is important to consider technological resources and innovation in the design of gamification tools, as well as to meet the different expectations of consumers, allowing different tasks and high connection between different information-sharing channels. This study contributes to the development of knowledge in gamification on brand attitude. Practical implications have been suggested to guide companies in implementing a successful gamified marketing strategy.
