This study discussed about the gamification strategy implemented by e-commerce platform in Indonesia, Shopee to improving their customer loyalty. Gamification is one of the methods in Marketing Public Relations that aimed on increasing customer loyalty of Shopee’s marketplace. This study measures the effectiveness of gamification strategies to improving Shopee’s customer loyalty. The theory used is customer relationship management theory. The method used is quantitative research. Using survey research design. The results of the study stated, there is a direct influence between gamification strategies on customer loyalty. The use of Shopee games’s gamification strategy implemented by Shopee’s Marketing Public Relations has the potential to increased the customer loyalty in Shopee’s marketplace users located in Malang effectively by 77.8%. It was concluded that the gamification strategy has been quite effective on giving a significant impact to increased the loyalty of Shopee customers, especially Shopee users aged 16-30 years in Malang. This study discussed about the gamification strategy implemented by e-commerce platform in Indonesia, Shopee to improving their customer loyalty. Gamification is one of the methods in Marketing Public Relations that aimed on increasing customer loyalty of Shopee’s marketplace. This study measures the effectiveness of gamification strategies to improving Shopee’s customer loyalty. The theory used is customer relationship management theory. The method used is quantitative research. Using survey research design. The results of the study stated, there is a direct influence between gamification strategies on customer loyalty. The use of Shopee games’s gamification strategy implemented by Shopee’s Marketing Public Relations has the potential to increased the customer loyalty in Shopee’s marketplace users located in Malang effectively by 77.8%. It was concluded that the gamification strategy has been quite effective on giving a significant impact to increased the loyalty of Shopee customers, especially Shopee users aged 16-30 years in Malang.