Gamification in education utilizes game-based techniques to enhance learning in non-gaming contexts. This study investigates the application of datafication to analyze behavior and trends in discussions about educational gamification on social media. Using Big Data techniques and predictive analysis, this research explores how digital platforms such as Instagram, Twitter, and YouTube reflect and potentially influence educational practices.

This work employs a mixed-method approach that includes qualitative and quantitative analysis of posts collected during 2022, totaling 189,414 posts. Social listening techniques were used to capture data via the Twitter API, with web scraping techniques applied to Instagram and YouTube. Data transformation and analysis were conducted on Microsoft Azure servers, with visualizations created using Microsoft Power BI.

The findings indicate a significant presence of educational profiles in the most viral posts, especially on Instagram, related to primary education. These profiles are divided between those sharing resources for profit and those who are not. Additionally, while male profiles dominate in follower numbers and posts, female profiles, though less numerous, receive more support in the form of "likes."

An innovative aspect of this research is its transparency and accessibility; the results are publicly available for interactive consultation via a Power BI link. Furthermore, a trend is identified where digital gamification influencers tend to respond more to commercial interests than educational ones.

In conclusion, the datafication of discussions on gamification in social media provides valuable insights into how educators can use these platforms to influence the design of educational materials and mediate between curriculum and educational practice. The research highlights the importance of educators not only adapting to emerging technologies but also leading in educational change.

Keywords: Gamification, datafication, education, predictive analysis, social media.