Games are considered as an activity that attracts, entertains and teaches people from all age groups. If it is used as a source of motivation, it is an indispensable tool in the realization of targeted behaviors in many sectors such as education, business and tourism. In this context, games are an important strategic resource in the learning process of individuals. It is an important tool in raising and evaluating personnel, in orienting, instilling a sense of unity, relieving stress, developing ways of thinking, strategic thinking, increasing the sense of competition, developing creativity and developing desired behaviors such as individuals' ability to express themselves. used in their development. Gamification enables game design elements to be used in non-game contexts. The importance of gamification in the marketing world; It is used in the analysis of consumer behavior, the determination of consumer types and the analysis of which behavior patterns they follow, in short, in understanding their way of thinking. As long as it is properly and correctly constructed, it has a significant impact on consumer behavior patterns. When the gamification studies in the literature are examined, the effects on the product life cycle are also mentioned. With gamification, the learning and motivation processes of consumers become more enjoyable. In addition, gamification helps consumers interact with the brand and increase brand loyalty by connecting them to the brand. In this study, the effect of gamification on consumer behavior is given by looking at gamification from a general perspective.