Gamification is the use of game design elements in non-gaming contexts has gained popularity in the last decade. It is a technology used in stimulating the consumers’ psychological motivations towards a service, activity, product or a brand in the business world. Different frameworks have been proposed, with design elements carrying unique characteristics, have been described as motivating attitude. However, rarity in empirical evidence answering the people drive to use gamification in the marketing field still represents a gap in the literature. This study is proposing a comprehensive gamified framework specially developed for assessing the effect of gamification on brand engagement according to UX designs using different game elements. Materials and an experiment was conducted, where the participants performed the tasks and activities within the gamified framework. Data was collected through a comprehensive survey answered by the customer’s after performing the experiment. The data included the evaluation of the relationship between the user experience and the game elements and their effect on utilitarian and hedonic motivations. Holistic evaluation of the whole gameful experience and its influence on customer attitude in regards to more brand enhanced engagement was further assessed. The results of this study revealed a positive relationship, with statistically highly significant correlation between the proposed framework and the studied variables, in conjunction with player personality as an important moderating factor. Accordingly, it was concluded that customer attitude towards a brand can be affected during a gameful experience and will eventually result in positive active enhanced brand engagement.
