The article deals with the problematic of using promising management tools in modern organizations based on gamification. Gamification of management is associated with the incorporation of game elements into management processes, forming emotional and social involvement, a sense of belonging among participants in management processes. Gamification and the prospects for its use are considered using media organizations as an example. The purpose of the study is to analyze the essence of gamification and assess the possibilities and prospects for its use in the management systems of media industry organizations. The study revealed similarities and differences between gamification and the use of game theory models in management. It is shown that digital transformation and digitalization of the media industry create favorable conditions for gamification. Another factor that has a positive impact on the implementation of gamification tools in media organizations is the spread of hybrid business models in the sphere that combine traditional and online work.