Purpose This study explores gamification as a tool to foster employee involvement in innovation. While previous research has demonstrated the benefits of incorporating game elements in the workplace, the mechanisms and domains through which gamification impacts innovation remain unclear. Design/methodology/approach This study employed a qualitative approach within the retail sector, conducting semi-structured interviews with Innovation and R&D managers to obtain nuanced insights into the application of gamification in practice. Findings The findings indicate that even when applied through short-term or one-off initiatives, gamification generates hedonic, social, and utilitarian outcomes. The employees' sense of ownership of projects and career progression were particularly relevant outcomes. Key factors for successful implementation included a structured and continuous process, transparent metrics to measure impact, alignment with company culture, and leadership support. Originality/value This study identifies a comprehensive range of hedonic, social, and utilitarian outcomes of gamification in the open innovation context, as well as the conditions that enable it to foster employee involvement.
Barbosa et al. (2026) studied this question.