Through gamifi cation, customers and fi rms purportedly cocreate value with outcomes suggested to enhance customer brand loyalty (Bitner & Shipper, 2014). Gamifi cation is the use of game mechanics within non-ludic contexts to encourage a more fun-based experience that motivates engagement behaviors (Zichermann & Cunningham, 2011). We examine the interrelationships between the game mechanics devised by a game developer, customer motivations for participating in a gamifi ed context and cocreated outcomes, particularly in relation to customer loyalty. The research context is Samsung Nation’s gamifi ed brand web-based experience. The research design uses the qualitative approach of netnography and participant observation to draw out key themes in data. Datasets reported on comprise daily leaderboard analyses, website and social media posts related to the Samsung Nation experience.