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This PhD project investigates how gamification can be strategically integrated into the metaverse to enhance consumer engagement and business value. While gamification and the metaverse have been widely studied independently, there is a lack of structured frameworks explaining how gamified mechanisms operate within immersive, persistent virtual environments. Addressing this gap, the study develops a design-level framework that combines gamification theory, game-theoretic modelling, and behavioral nudging to optimize business–consumer interactions in the metaverse. Using a convergent mixed-methods approach, the research integrates controlled experiments with metaverse users, in-depth interviews with gamification designers, and computational game-theoretic simulations. The project evaluates key engagement outcomes, such as participation, retention, and loyalty, while critically addressing ethical challenges including data privacy, digital addiction, and fairness. The findings aim to contribute theoretically and practically by guiding businesses toward ethical, sustainable, and value-driven gamified metaverse strategies.