As social media keeps expanding and alternatives for existing services arise, the need for engaging and sustaining users increases as well. One method for engaging users is the use of gamification.

The purpose of this study was to found a basis of knowledge of the current state of gamification social media. The study was conducted as qualitative content analysis, analysing 18 social media sites of different types. The analysis concentrated on the game elements incorporated in the services, such as points and badges.

The findings of the study resulted that social media in general employs many different game elements. Gamification is used to suggest activities to the users, to encourage active participation and to reward users for wanted behavior. A common use of gamification in social media was found to be quality and appeal control over user-generated content.