The theory of games is that players will pursue the finish line if the journey is rewarding and pleasant. Gamification encapsulates that experience and uses it to drive results. Make the journey a stimulating one, and your users are more likely to seek out the end of that road (wherever you want them to be). Right now, users are online for a number of reasons: social, education, shopping, entertainment, the list goes on! Though these purposes vary, the one thing they have in common is that users must interact with a UI (user interface) to achieve gratification. As a business or website owner, you want as many users using your website for as long as possible. That goal comes with two expectations: that your UI is simple/intuitive, and that it’s satisfying.
Gamification is a good way to tackle the ‘satisfying’ aspect of your UI. If an experience is fun and rewarding, users will stay engaged and complete navigational tasks by nature. These rewards can take the form of slick animations, illustrations, custom messages, progression achievements and so much more. Higher forms of gamification even take on progress bars, badges (community forums are a good example), and leaderboards – all of which encourage return traffic and time investments before you even begin writing content! That incentive to explore and interact can (and will, if executed well) make the process of navigating any website feel natural, and therefore invisible, which affords your site some complexities that might have been impractical otherwise.
Source: Gamification | Headspace Design