Mapping the Landscape of Gamification and User Engagement Research: A Bibliometric Analysis (2015–2025)

Abstract

Purpose: This study aims to systematically map the intellectual structure and thematic evolution of gamification and user engagement research from 2015 to 2025. It seeks to identify influential contributors, conceptual clusters, and emerging areas that shape the field.

Design/Methodology/Approach: A structured bibliometric review was conducted using 467 journal articles retrieved from Scopus. The study integrates performance analysis and science mapping techniques—namely citation analysis, co-citation mapping, bibliographic coupling -using VOSviewer, and keyword co-occurrence analysis using - Bibliometrix-R to uncover both intellectual and conceptual dimensions.

Findings: The study highlights key authors, journals, institutions, and countries driving gamification research. Co-citation analysis reveals three major intellectual clusters, while bibliographic coupling reveals four thematic areas: real-world gamification applications, design and social influence, loyalty and sustainability-focused apps, and psychological models of user motivation. Keyword analysis captures core behavioral constructs and indicates rising interest in AR, AI, and sustainable applications. Gaps related to personalization, cultural differences, and long-term engagement outcomes are also identified.

Originality/Value: This paper offers a comprehensive synthesis of a rapidly evolving research area. It provides actionable insights for scholars and practitioners by revealing knowledge gaps and guiding future investigation into user-centered gamification design.

Paper Type: Review of Literature