ABSTRACT
Gamification is changing the way people invest by adding game-like elements to trading apps, which is having a big influence on how retail investors behave. This study looks at how these features affect investors‘ decision-making, risk-taking, and overall financial outcomes. The findings show that while gamification boosts confidence, increases how often people trade, and pushes them to take more risks, it can also lead to overconfidence, impulsive decisions, and speculative behaviour, which may hurt long-term financial success. Although these apps make investing more engaging and accessible, they do not necessarily help users become more financially perceptive or build lasting wealth. The research calls for a more balanced approach—one that combines engaging features with better education and risk management tools to help investors make smarter choices over time.
