This article proposes an adaptive gamification approach based on a Multi-Criteria Recommendation System (MCRS) for Collaborative Location-based Collecting Systems, adapting the gamification to each user, taking into account her preferences and the project’s objectives as a multi-criteria scenario. Specifically, the potentially recommended items are dynamically generated gamification elements, and the recommendation criteria are defined considering two points of view: user preferences and project objectives. Finally, the article includes an evaluation of the proposal and then a discussion of the results.