Gamification has developed into a methodology of its own to drive innovation and to foster values-based innovation cultures within organisations. However, there are no clear management guidelines, nor any overview of the different gamification approaches that will help organisations to facilitate values-based innovation and to successfully address cultural challenges through gamification. This paper explores this new field through a review of the literature and gathering managerial insights from 26 in-depth interviews with innovation managers from European companies. Based on the findings, we synthesise knowledge and formulate management guidelines for designing and implementing gamification processes to foster values-based innovation cultures within organisations. Our findings reveal the potential for the gamification of innovation and outline pathways for future research on the gamification of values-based innovation and organisational culture development.