Understanding the impact of gamification features on user retention: evidence from a mobile payment app

Purpose This paper aims to examine how gamification features influence user retention (UR) in mobile payment applications, specifically focusing on the Portuguese market. Design/methodology/approach Based on a proposed theoretical framework, a quantitative study using survey data from 263 consumers assessed the impact of specific gamification elements – such as rewards (REW), competition (COM), feedback, cooperation, narrative (NAR) and social experience (SE) – on UR. Findings MPA's features related to REW, NARs and SE significantly enhance UR. For individuals with previous experience with gamification in MPAs, REW are not a predictor. For potential new adopters without experience in gamification, the UR is influenced by the SE and collaboration features. A segmentation with a k-means cluster analysis reveals four consumer profiles, underscoring the importance of tailoring gamification strategies to different motivational and behavioral patterns. Research limitations/implications The study is limited to the Portuguese context. Future research should expand geographically, include longitudinal data and integrate behavioral data to strengthen the findings. Practical implications This research provides practical guidance for mobile payment providers on the effective use of gamification to increase UR. It emphasizes the need for demographic segmentation and tailored approaches in gamification design. Originality/value While gamification has been widely studied in other domains, its application in mobile payment services remains underexplored. This study contributes to the literature by offering empirical evidence on the role of gamification in consumer behavior within the mobile payment context, specifically in an underrepresented market.