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Gamification, that is, the usage of game content in non-game contexts, has been successfully employed in several application domains to foster end users’ engagement and to induce a change in their behavior. Despite its impact potential, well-known limitations concern retaining players and sustaining over time the newly adopted behavior. This problem can be sourced from two common errors: basic game elements that are considered at design time and a one-size-fits-all strategy in generating game content. The former issue refers to the fact that most gamified applications focus only on the superficial layer of game design elements, such as points, badges and leaderboards, and do not exploit the full potential of games in terms of engagement and motivation; the latter relates to a lack of personalization, since the game content proposed to players does not take into consideration their specific abilities …