Today, the success or failure of a company increasingly depends on the level of involvement of customers and employees. How to break through the information noise? What can today interest the new generation, who grew up and are literally obsessed with games? On the one hand, games are often perceived as a problem, on the other hand, this is the only area where we ourselves want to be involved. This book describes a completely new concept of gamification, built taking into account modern realities. With its help, it becomes possible to attract new clients for a long time, motivate and retain talented employees, and achieve success in a highly competitive environment.