Abstract This paper contrasts the user-centred design with the gamification design framework and proposes a model of usability benefits adapted to gamification. The model is useful for selling the usability activities to management and strategists when developing gamified solutions, services, and software. In this paper, we focus on identifying the benefits since they can be used to legitimise the usability activities in a development project. The user-centred design process focuses on understanding the user, their needs and requirements, and the paper shows that the benefits of this approach transcends the user dimension and reaches towards the developing organization by providing competitive advantage and reduced developing costs.