Gamification is a groundbreaking approach within the metaverse, reshaping consumer-brand dynamics through enhanced engagement strategies. This systematic review consolidates the existing literature on gamification marketing in emerging markets, focusing on its impact on Consumer-Based Brand Equity (CBBE). Following the PRISMA guidelines, this study assessed 50 peer-reviewed articles published between 2022 and 2025 and found imperative themes related to gamification mechanics, consumer engagement, and brand loyalty. Findings have indicated that gamification increases CBBE by fostering deeper emotional connections, improving brand recall, and driving long-term loyalty. However, there is still a knowledge gaps regarding the cultural sensitivity of gamification and scalability across different market segments. The findings in this chapter have many implications. The cultural diversity and gamification issues challenge researchers to fill gaps that exist in literature. For practitioners, the results call for the establishment of gamification strategies that are culturally sensitive and therefore open to all stakeholders. It incorporates best practices like narrative attributes to encourage affective involvement and incentive models aligned with consumer goals in developing economies. It outlines a comprehensive research agenda and offers practical guidance for companies ready to harness gamification mechanics develop sustainable brand capital in the metaverse.