This research paper comprehensively examines the impact of gamification within mobile banking applications on customer experience and engagement. Drawing insights from a thorough literature review, a quantitative methodology was employed, involving a Likert-scale based questionnaire administered to 303 banking app users. The study substantiates the hypothesis that gamification significantly enhances both customer experience and engagement within mobile banking apps. Results indicate a consistent elevation in users' perceptions of overall experience, user-friendliness, enjoyment, and interactive engagement due to the incorporation of gamified elements. These findings underline the strategic importance of integrating gamification within mobile banking apps to fortify user engagement and elevate overall experiences. The study's implications extend to strategic implementations for banking institutions and pave the way for future research, emphasizing the need for deeper investigations into gamification's nuanced dynamics and its impact on diverse user segments.

Gamification, Mobile Banking Apps, Customer Experience, Customer Engagement, User Perceptions