Gamification is a rapidly growing field in the digital age, where game elements are incorporated into non-game situations. This novel approach has been implemented in various domains, such as education, healthcare, and the business sphere. Although widely adopted, certain aspects of gamified applications have not been thoroughly investigated, specifically the effectiveness of various types of rewards and the perception of fairness. This study utilises the Model of Fairness Expectation Theory and Regulatory Focus Theory to examine the impact of both reward types and transparency on consumer behaviour in gamified environments. The objective of our research is to fill a substantial void in knowledge by conducting a thorough examination of the efficacy of rewards and transparency in these contexts. This examination provides in-depth analysis of gamification strategies, consumer motivation, and behavioural trends. The results emphasise the crucial significance and influence of perceived equity on user participation in gamified environments.

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