Rethinking the workplace experience as a means for enhancing the well-being of frontline employees (FLEs) represents a key priority for services. The well-being of frontline employees leads to improved performance and better customer service, such that it enhances the firm's overall competitive advantage and revenue. Therefore, engagement-facilitating technologies that can increase FLEs’ well-being, such as gamified work, hold promise in terms of their effects on job satisfaction and engagement. Using a mixed-method design, including in-depth interviews with FLEs and their managers, and two large field experiments, this research considers two key sectors in which FLEs are critical: retailing and telemarketing. The results highlight the negative impacts of gamified work on employee engagement and well-being, although the willingness of employees to participate in such gamified work moderates these negative impacts. By revealing how gamification affects FLEs’ well-being, job engagement, and job satisfaction, this research provides actionable insights for managers.