THE ROLE OF GAMIFIED SPORTS CHALLENGES IN SHAPING SUSTAINABLE HEALTHY LIFESTYLE HABITS AMONG GENERATION Z

Abstract

This article examines the role of gamified sports challenges in developing sustainable healthy lifestyle habits among Generation Z. The relevance of the issue is highlighted by data: according to the World Health Organization, over 80% of adolescents worldwide are insufficiently physically active, and 44% of Gen Z youth report struggling with motivation to exercise. The potential of gamification  the use of game elements (points, competitions, rewards)  to increase youth engagement in healthy lifestyles is described. The paper identifies key types of sports challenges incorporating game mechanics, analyzes the factors of engagement and barriers for Gen Z, and examines the motivational incentives that facilitate the formation of positive habits. The experience of the Academy of Physical Culture and Mass Sports (Astana) in implementing e-sports and gamified approaches to attract young people is noted. It is concluded that well-designed gamified activities can enhance Gen Z’s motivation for physical activity and ensure the sustainable adoption of healthy lifestyle habits.