The use of gamification in products and systems has grown, however, it is frequently limited by generic "one-size-fits-all" (OSFA) approaches, which ignore the heterogeneity of user motivations and can compromise the strategy's success. This study investigates adaptive gamification as a solution to this limitation, using a systematic literature review (SLR) based on the PRISMA 2020 guidelines. The objective is to map and synthesize the scientific evidence on the connection between player archetypes and the effectiveness of game mechanics. The conclusions consistently indicate that the OSFA strategy is detrimental to motivation, while the personalized (aligned) approach demonstrates significant improvements in engagement, performance, and intrinsic motivation.