Abstract
<jats:p>Modern agricultural systems are undergoing a fundamental transformation under the influence of fourth-generation digital technologies, which necessitates a rethink of approaches to staff motivation. The study is devoted to the analysis of the potential of gamification 4.0 as an innovative tool to stimulate the labor activity of agricultural workers in the context of digitalization of the agro-industrial complex. The methodological framework includes a comprehensive analysis of empirical data from 1,847 respondents from 23 agricultural enterprises, the use of structural modeling and cluster analysis of game mechanics. The results demonstrate a statistically significant increase in labor motivation indicators – by 67.3% with the introduction of gamification elements, an increase in labor productivity by 34.8% and a decrease in staff turnover by 42.1%. Correlation analysis revealed a high correlation between the intensity of use of game mechanics and the level of staff involvement (r=0.78, p<0.001). The factor analysis identified four key determinants of the effectiveness of gamification: technological readiness of the enterprise, digital competencies of employees, organizational culture and remuneration system. The practical significance of the research lies in the development of a conceptual model for integrating game elements into the digital ecosystem of agricultural enterprises, which contributes to the formation of sustainable competitive advantages and increased adaptability to dynamic market conditions.</jats:p>