Gamification changes the rules of engagement for education, business management and as a result-changes the behavior of customers. As [17], [7], [18], [6], [8] predicts that by the 2020, more than half of Global 1000 organizations will use gamification as the primary mechanism to transform their business operations. The scientific problem is how to motivate employees and customers by involving gamification principles to increase operational efficiency. The aim of this article - to analyze gamification models impact on employers and customers behavior, work and motivation in order to increase business operational efficiency. The research methods are comparative literature analysis, case study analysis of financial services institution Šiaulių bankas employee motivation and customers loyalty system. As a result there were indicated the main factors that increases the efficiency and encourages development process of the service companies in Lithuania.

Reikšminiai žodžiai: Efektyvumas; Imitaciniai žaidimai versle; Motyvacija; Sužaidybinimas; Verslo operacijos; Verslo operacijų efektyvumas; Business operation; Business operation efficiency; Efficiency; Gamicifation; Gamification; Motivation