Technology has been widely used in recent years to motivate, engage, and support individuals in a variety of individually and socially beneficial behaviours.Globalisation has raised the stakes for businesses, making it more difficult for marketers to acquire new consumers and keep existing ones interested in their products and services.The notion of digital marketing as a vehicle for innovation and creativity is highly popular among marketers.One of the most prominent trends in this sector is gamification.Gamification’s major objective is to entice customers to participate in non-game activities.This phrase, as well as its use in the sphere of service marketing is gaining popularity.Despite the growing interest, there is a significant vacuum in the literature about successful implementation and sustainability in service marketing.The goal of this systematic review was to look at the trends and gaps in the literature related to the adoption and long-term viability of gamification in service marketing.Gamification is a relatively recent concept that focuses on using game principles in non-game situations to engage audiences and inject a little fun into dull chores while also providing motivational and cognitive advantages.While many areas, such as business, marketing, and e-learning, have taken use of gamification’s potential, the digital healthcare sphere has begun to do so as well.It claims that gamifications rationalist assumptions have serious limits when it comes to studying digital marketing in context because it interacts with the critical narratives of the online customer in complicated ways.These crucial customer narratives deal with crowdsourcing, new online customer habits and addictions, cognitive/affective behaviourism, emotional branding, and deconstructive consumer trust issues related to ethics, legislation, and data security.

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