Gamification applies game mechanics (points, progress, chance, competition) to something that is not a game, so that taking part feels worth the effort. On screens and in interactive video it usually means a spin-to-win, a quiz, a scratch card, or a progress bar toward a reward.
It works because it changes the exchange. Asking for an email address is a cost with a vague future benefit; earning something by playing for twenty seconds is a trade the visitor can see. Interactive video is a natural fit, because the mechanic and the medium are the same thing: the viewer is already choosing.
The caveat is that the game must not be the reward. Mechanics wear out fast once the novelty goes, and a wheel-of-fortune that always lands on 10% off is recognised as a coupon in a costume by the second play. What sustains participation is a real chance of a real prize, or genuine progress toward something worth having.
The regulatory caveat: anything with a chance element and a prize can meet the legal definition of a lottery or promotional game, which in Turkey and much of the EU carries permit, disclosure and record-keeping obligations. Check before launch, not after the winner claims.