In the last decade the attention of the academic community and business practitioners has been focused on studying a new phenomenon, gamification (the use of game elements in different non-game contexts). Despite the growth of the research interest and broadening of the application practice, the concept of gamification is only insufficiently developed theory-wise, there are no standardized rules and procedures of using thereof in the activities of an organisation. In the article theoretical and practical issues of gamification are discussed. The author touches upon the problems and perspectives of its development in the personnel management of a modern organisation.