Gamification can be a way to overcome the impotence of marketing activities. It is a method of engaging the brand’s audience consisting in weaving the element of competition (games) into advertising activities. Its development is closely related to the popularization of the Internet, in particular mobile devices and social media. Gamification is a combination of knowledge from three well-known fields – behavioral psychology (which says that certain behaviors can be controlled with external stimuli), loyalty programs (which strongly encourage customers to engage in the brand) and game design (a field that focuses on fun and enjoyment). The benefits of implementing gamification in promotional campaigns are, first of all, an increase in audience engagement, an increase in customer loyalty to the brand, and an increase in brand awareness. During the studies in this specialization, the student will learn the possibility of using gamification as an innovative method of work. They will be equipped with practical skills useful in acquiring knowledge and translating the mechanisms of computer games into creating marketing strategies.