The article is devoted to the use of gamification in the activities of a company in order to develop marketing relations when working with clients and employees. While the digital economy is being developed, a significant part of marketing activity is transferred to the virtual space, as well as the use of social media for communication becomes more important. The involvement of the population in digital communication channels and the use of game content forces companies to turn to gamification to build confident relationships with both consumers and staff. The article discusses cases illustrating companies' use of internal and external gamification. The authors suggest that the use of this marketing tool will improve the overall performance of business.