The study presents gamification as a tool for customer engagement. The study empirically attempts to find wards (Story Theme, Feedback, Rewards, Progress, Challenge, Points, Leader Boards, Badges, Levels and Clear Goals) that are mostly preferred by the users and their further interest in continuing with the same website/app/game. With the changing needs of consumers the marketers are finding better ways of engaging customers. As a known fact if an adult is asked his preference of work and games, the answer many times would be games. Now in this digital era an increasing number and variety of business applications are integrating game mechanics, or gamification, to improve user engagement, engage new customers, incent employees, build loyalty, and more. Now, users are competing against each other for points, or badges or to be known as a leader. The study, also attempts to find if the type of motivation (extrinsic and intrinsic) will have any influence on the choice of the awards. This study also focuses on the influence of the demographic variables on the choice of awards.