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Gamification is increasingly used to build solutions for driving the behaviour of target users' populations. Gameful systems are typically exploited to keep users' involvement in certain activities and/or to modify an initial behaviour through game-like elements, such as awarding points, submitting challenges and/or fostering competition and cooperation with other players. Gamification mechanisms are well-defined and composed of different ingredients that have to be correctly amalgamated together; among these we find single/multi-player challenges targeted to reach a certain goal and providing an adequate award for compensation. Since the current approaches are largely based on hand-coding/tuning, when the game grows in its complexity, keeping track of all the mechanisms and maintaining the implementation can become error-prone and tedious activities. In this paper, we describe a multi-level modelling approach for the definition of gamification mechanisms, from their design to their deployment and runtime adaptation. The approach is implemented by means of JetBrains MPS, a text-based meta-modelling framework, and validated using two gameful systems in the Education and Mobility domains.