In a context of continuous social transformations, many driven by the widespread expansion of Information and Communication Technologies (ICT), educators in higher education face a critical challenge: strengthening the connection between students and teaching staff. Academic institutions cannot remain indifferent to this evolution; instead, they must adapt their curricula to a reality where students have strong proficiency in digital tools. Given this scenario, it is essential for educators to adopt an approach that fosters bidirectional communication in the teaching-learning process, moving away from the traditional one-way transmission of knowledge. This shift requires transforming current pedagogical methods into a more dynamic and interactive model in which students take an active role in class sessions. One of the key strategies to facilitate this transition is the implementation of active learning methodologies. These methodologies encourage student participation through various activities designed to enhance engagement and promote meaningful learning. In this context, gamification has proven to be an effective approach to motivating students and involving them in the educational process. Digital tools such as Mentimeter streamline the incorporation of these interactive strategies thanks to their diverse functionalities. Among them, the creation of word clouds, the implementation of electronic voting systems, the facilitation of discussions, and the integration with PowerPoint presentations stand out. In the field of higher education, Mentimeter has been successfully used in the postgraduate program of the Faculty of Economics at the University of Valencia, particularly in the subjects of Corporate Communication and Commercial Research Techniques within the Master’s Degree in Marketing and Market Research. Its application has demonstrated multiple benefits from two perspectives. From the students' standpoint, there has been an increase in participation, concentration, and motivation in the classroom. From the teachers’ perspective, the tool has enhanced the quality of presentations and provided immediate feedback from students. The positive results derived from integrating such digital resources into teaching reinforce the importance of active methodologies, such as gamification, in transitioning from a traditional teaching model to a more interactive and bidirectional approach.

Keywords: ICT, active methodologies, higher education, gamification.