In recent years, gamification has attracted increasing attention as an innova-tive and strategic approach in marketing. However, thematic fragmentation, methodological diversity, and the lack of integrated analytical frameworks have challenged the identification of its fundamental dimensions and func-tions in marketing. The present study aims to provide a comprehensive un-derstanding of gamification applications in marketing by integrating system-atic review and thematic analysis approaches. To this end, 53 selected scien-tific articles from reputable international sources were gathered and coded using Braun and Clarke’s thematic analysis method. To assess the reliability of the qualitative analysis, the "inter-coder agreement" method was used. A comparison of the results from the two coders showed that the level of overlap and agreement between them was satisfactory. The analyses led to the extraction of four main themes: Public Marketing, Branding, Consumer Be-havior, and Digital Marketing—each containing multiple conceptual codes related to the functions of gamification in marketing. Results indicate that gamification, by creating interactive, motivational, and emotional experienc-es, can effectively contribute to customer acquisition, brand loyalty, enhanced digital engagement, and improved consumer experiences. This research strengthens theoretical literature, identifies key functions of gamification in marketing, and proposes multiple research and practical pathways for future development in this field.