The fast increase in the number of digital trading platforms has significantly changed the situation with retail investing in India, and gamification has become one of the notable tactics aimed at investing in India. Rewards, leaderboard, notifications, interactive interfaces and other features are becoming common in brokerage applications to make participation and trading active. This paper will examine the opportunities and threats of gamification in retail investing and specifically discuss the aspects of investor engagement, decision behaviour, financial literacy, and risk-taking behaviour. The study will use descriptive analysis, ANOVA and chi square test to examine the effects of gamified investment platforms based on primary data collected on 340 retail investors in Tamil Nadu through a structured questionnaire. The findings show that younger and less affluent investors are more sensitive to gamification features and hence, increased frequency of participation and increased risk tolerance. However, the results also indicate that gamification fails to enhance significantly in the long-term achievement of financial goals and financial literacy that is profound. Besides, psychological elements, such as overconfidence, risk perception, and emotional reactions, also remain a source of impact on investment choice in gamified environments. To summarize, gamification is an effective way to enhance engagement and short-term participation, but the responsible design approach and investing practices should be introduced to prevent the overrisking process and ensure sustainable financial prosperity.
Kumar et al. (2026) studied this question.