This conceptual article investigates the potential for a new construct to explain and harness increased motivation, goal pursuit and aggressive goal formation termed “leveling up” using gamification theory. Multiplayer Internet game designers have found an extremely effective formula for attracting and maintaining consumers, also known as ‘Gamers’, in the billions worldwide, who have spent millions of collective real-world years with their game-brand of choice. Building on motivation theory, I define the novel motivational tool: leveling up. While traditional incentives such as trophies, badges, bonuses, and prizes motivate by appealing to extrinsic motivation and thereby risk the potential of crowding-out and reducing an individual’s intrinsic motivation, leveling up incentives/rewards differ in three critical dimensions that unlock access to new realms of possibilities and promote the establishment and continued pursuit of more challenging, longer-term goals. These dimensions include ‘keys to a kingdom’, a critical resource, and applicable utility and simultaneously appeal to both intrinsic and extrinsic motivation. The implications for marketing practitioners, academics and policy makers are explored in these contexts. The article concludes with suggestions for additional research in the exploration of leveling up as an important new construct, including policy implications for addressing short-term focus of developing countries, and others.