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Gamification is the application of game-design and game principles in non-game contexts. It is a way to enchant customers by making unusual interactions in a playful context. For example, integrating it into the act of making a purchase fun and adding an appeal of winning as well as a competitive aspect to digital marketing. It is also a way to make the luxury sector's reputation of inaccessibility disappear. Luxury brands are now using the mechanisms associated with video games as a new platform for customer acquisition and engagement. Gamification allows you to gain visibility, attract new customers, collect data, reinforce the brand's image and DNA, differentiate yourself from the competition and finally bring the customer to your store or to visit your e-commerce website. It is a real innovation where the creative possibilities are endless, in terms of format, message and aesthetics