Studies of human behavior have already more than proved that people are motivated by various connections and correlations made between their expectations and the products they use, based on experiences of reward or frustration. Game theory has immense value and countless applications in the most diverse sectors of the digital world and this logic was used by the Soma Group team, the largest fashion group in Brazil, in the construction of a multi-brand design system. We gamify the designer-developer experience to ensure the effectiveness of the components, tokens and templates created, as well as the engagement of the teams in the deliveries of each phase.