Purpose-. Applications related to gaming have long been known to benefit greatly from the incorporation of game features, which can increase user engagement and overall efficacy. This study aims to investigate the relationships between social related game feature, customer brand engagement, brand co-creation and brand love.

Design/methodology/approach- Using the most popular social related game feature in sports & fitness brands. The study uses random sampling technique. The data were collected from 277 active sports & fitness brand users. AMOS 24.0 was used to analyse the data.

Findings- Social interaction game feature strongly influences customer brand engagement. Moreover, customer brand engagement positively influences brand co-creation. Brand co-creation mediates the relationship between social related game feature and brand love.

Originality/value- This study identifies the relevance of social game feature in driving behavioural and emotional intents in light of SDT theory. In addition, it contributes to gamification literature, by explaining mere introduction of social game feature do not drive behavioural and emotional intents, as the direct relationship between social interaction feature and brand love is insignificant. So, employing better co-creation tactics make sense. Given the paucity of conceptual and empirical research on the subject in the existing literature, this study offers new perspectives on gamified brand management techniques.