Nowadays it is usual to implement game elements and design in non-game contexts to promote users motivation and engagement. This process is called gamification. However, gamification is being implemented in a one-size-fits-all approach, considering that all users react the same way for the gamification elements. The purpose of this work is to explore some characteristics that influence the gamification success and could be considered to adapt the use of these elements in an adaptive educational hypermedia system. Some influencing characteristics found were player type, age, gender, motivation, personality and culture. Based on these findings, we present a conceptual model for the gamification of educational environments. This is the first step to an approach to adapt the gamification elements in an adaptive educational hypermedia named AdaptWeb®.