38 Electronic Journal of Business & Management, 2:1, (2017) 38 - 50. Gamification Implementation in Service Marketing: A Literature Review Mamoona Hamid and Mudiarasan Kuppusamy arasan@apu.edu.my Centre of Business Digitisation & Innovation, Faculty of Business Management, Asia Pacific University of Technology and Innovation Abstract In recent years, technology has been increasingly harnessed for motivating, engaging and supporting people towards different individually and collectively beneficial behaviours. Globalisation has increased the stiff competition for companies; especially it‟s a challenge for marketers to attract new customers and engaged existing customers toward their products and services. Innovation and creativity concept through digital marketing is very popular among marketers. Gamification is one of the most popular developments in this field. Gamification main goal is to engage customers towards different activities in non-game context. There is a growing interest in this term as well as its implementation in the field of service marketing. However despite of increasing interest, successful implementation and sustainability in service marketing is a big gap present in literature. The present systematic review aimed to review the trends and gaps found in the literature related to implementation and sustainability of gamification through motivation in service marketing. Moreover discussion about how game designs elements and game thinking can be applied to changing behaviour and attitude for engagement of customers in service areas. Furthermore which platform is considered best for service gamified system? For this purpose total 302 articles found on gamification and 27 are chosen for this research. Main findings emerged: behaviour/attitude change achieves by motivation that is related to gamification and success of gamification is depend designing, and sustainability. Moreover trend of gamification research seem to have increased since 2017. Keywords: Gamification, implementation, sustainability, customer engagement, service marketing. 1. Introduction With the rapid development of technology, marketers have adopted new strategies which are unconventional in global business and turned away from the traditional marketing strategies. Gamification is one such strategy that is pointed out by researchers (Dexter and Yazdanifard, 2015). Gamification is defined as the use of game mechanics in non-game environments (Nah et al., 2014). However, this technology based concept has certain issues like infancy stage (Agnieszka, 2014), definition controversy (Hamari, 2015), poor designing (Wen et al., 2014),successful implementation and sustainability (Kim, 2015; Pratap et al., 2016). The review showed that organizations can get positive effects through gamification, however these effects are depend on its implementation and user engagement (Hamari, Koivisto and Sarsa, 2014). Furthermore, gamification has drawn the attention of academic, practitioners and business professionals in domains as education, information studies, human computer interaction and health.