In this paper we explore the concept of gamification and its business applications in the Russian companies. Gamification has been introduced in 2003 and since that time it has acquired a wide recognition as an efficient tool to enhance front-office and back-office business processes increasing performance and boosting engagement of the participants. Gamification refers to the use of game elements and designs in non-game environments. As a result customers and employees involved stay more focused and motivated to accomplish the chosen goal. We explore customer engagement practices (gamification) of the Russian companies including application areas, funding and perceived efficiency of these initiatives and their shifts over time. Our analysis is based on two waves of data collection: 2015 and 2018, as the result we outline four groups of practices based on the scope of the gamification techniques used and variety of the business processes involved. Also we provide comparative analysis and observe changes in gamification use over time.