• Journal of the Korea Convergence Society
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• v.13 no.4
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• pp.213-226
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• 2022

The importance of gamification is garnering increased attention in the corporate world. Gamification refers to using game mechanics and thinking patterns in non-game domains to promote user engagement. By reviewing the definition of gamification and related literary research, we aim to understand how to put theory into practice and determine the organization of gamification's main features. Next, in order to understand the current implementation methods of mobile payment gamification marketing. We analyze popular mobile payment apps as case studies. To examine the effectiveness of game mechanics on mobile payment marketing to determine whether there is a positive impact on brand loyalty and stickiness. The results are used to identify shortcomings in gamified mobile payment systems. Finally, we propose a gamification framework model for mobile payments and offer recommendations for underutilized game mechanics based on previous cases. Future research can reference our model for deeper studies on the effectiveness and impact of gamified mobile payments.