Abstarct: With regards to current competitive conditions on markets, marketers seek to attract, explore, train, encourage and maintain customers in every organization. This process is more complex for social marketers because they seek to change customer behavior and the welfare of the community in addition to provide organizational interests. Therefore, the present study used structural equation method by considering Gamification phenomenon and its psychological dimensions effects on motivating and engaging customers in pursuit of social marketing goals with the role of moderating the value of customer knowledge. The statistical population of this study is Tabrizi’s Brothers Fitness Club branches in the Mashhad city with 572 members. According to the Cochran formula, 230 members were selected by stratified random sampling method. The data gathering tool is a combination of five standard questionnaires which its validity and reliability were evaluated baxsed on the result of data analysis and output values of the measurement model in Smart PLS software. Data analysis with descxriptive statistics showed that the mean of all the variables studied in the research is in a desirable level. After examining the hypothesis, it was determined that the motivation and customer engagement between the variables of psychological dimensions of Gamification and the realization of social marketing goals in the Tabrizi’s Brothers Fitness Club branches are positively mediated. The value of the customer knowledge also positively modify the impact of motivation and customer engagement on the realization of social marketing goals in this statistical society. In particular, the results show that the psychological aspects of Gamification customer motivation, customer engagement and customer knowledge value have positive and meaningful effect on the realization of social marketing goals. Therefore, using novel and attractive technologies such as Gamification is suggested to social marketers which considers psychological dimensions to motivate customers and engaging them in organizational activities as well as proper management of customer knowledge value which stabilizes these goals.