Gamification is used in several contexts, such as marketing, education, and public health. The authors implement gamification to promote a dynamic environment relative to software process improvement. However, well-established theoretical guidelines to design gamified experiences are lacking. The authors propose a framework to assess gamified environments, identify and adopt gamification principles, as well as design gamified activities. The proposed framework helps users create gamified experiences that satisfy the purposes, goals, principles, and elements defined as fundamental gamification components. Here, the authors apply the proposed framework to a video scrum simulation to assess the adoption of gamification principles. The case study includes identification of gamification principles incorporated in the video scrum and their relationships to the elements of the mechanics, dynamics, and emotions framework. The results show that the game elements defined in the design layer of the proposed framework were realised in the video scrum simulation. © 2019 Institution of Engineering and Technology. All Rights Reserved.