This study aimed to identify and analyze the key drivers influencing the adoption of gamification in the human resource management of Tejarat Bank in Birjand County. Employing a qualitative approach and thematic analysis based on Braun and Clarke’s (2006) framework, data were collected during the first half of 2025 through semi-structured interviews with 18 managers, experts, and employees until thematic saturation was achieved. Participants were selected purposefully and complementarily using the snowball sampling technique, and data analysis was carried out in MAXQDA 2020. To ensure validity and reliability, member checking, source triangulation, and Cohen’s Kappa coefficient (0.79) were utilized. The analysis revealed eight main themes and fifty six subthemes, including: organizational motivation and commitment toward gamification; fairness and transparency in gamification processes; alignment of the gamified environment with organizational structures; training, empowerment, and cultural development; organizational participation and interaction; support mechanisms and resource management; enhancement of employee experience and job satisfaction; and sustainability and coherence of gamification processes. Overall, the results indicate that a well designed multidimensional motivational system characterized by transparency, interactive organizational dynamics, and structural support plays a significant role in strengthening employees’ job satisfaction and productivity, thereby improving the effectiveness of gamification initiatives within human resource management.