With the development of virtual reality (VR) technology and digital heritage (DH), gamification was validated as an effective approach to improve user experience in several contexts. However, there is limited research and design guidelines on how to effectively using gamification design to convey artistic, historic and cultural knowledge of cultural heritage and present this value in an attractive and playful way to users in a virtual environment. Based on existing literature and related works, this study proposed a systematic virtual reality gamification design model VGI (Visual Aesthetic, Gamified Interaction and Immersive Narrative) for immersive cultural heritage (ICH) experience. Accordingly, taking ICH experience design of the Dazu Rock Carvings as an example, it aimed to connect users with the history of this special cultural heritage in virtual environment. In this study, we developed an interactive, gamified and narrative ICH experience design that provided users with learning and entertaining experiences, facilitating their view from appreciation to participating in the real history while engaging with ICH experience. This study demonstrated our ICH experience design motivated users interests in Dazu Rock Carvings, promoted the knowledge of cultural heritage and preservation awareness, and could be applied in gamification design for virtual reality cultural heritage.