This chapter is about how game mechanisms in non-game contexts, so-called gamiﬁ cation, can be used as a tool for marketing, product/service design and innovation. Gamiﬁ cation is a cutting-edge concept that is relevant to marketing and video games. This chapter introduces a deﬁ nition of gamiﬁ cation. To understand the background of the gamiﬁ cation trend, we need a historical perspective that traces the roots of the concept in gaming culture and the video game industry. A business case-driven examination of gamiﬁ cation in practice provides us with seven important insights into gamiﬁ cation. These insights are discussed within a broader context to demonstrate the potential of gamiﬁ cation in the future.