This qualitative case study aims to enhance the acceptance and adoption of gamification in higher education, focusing on the American University of Bahrain (AUBH) as a unique context. Grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT), this research investigates the integration of gamification in AUBH and its influencing factors. The study employs a purposeful sample of twelve top management and influential faculty members as participants, and utilizes semi-structured interviews to collect data. Thematic analysis of the interview data is conducted, focusing on UTAUT constructs. The findings of this study are expected to contribute to a deeper understanding of gamification adoption in Bahrain’s higher education, shedding light on performance expectancy, effort expectancy, social influence, and facilitating conditions. Ultimately, this research intends to inform educational policymakers and practitioners, enriching the literature on educational innovation and technology acceptance within similar contexts. © 2025 IGI Global. All rights reserved.

https://www.scopus.com/pages/publications/105001952885?origin=resultslist