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This Dissertation’s objective is to understand if Gamification can be a source of competitive advantage for ActivoBank. To assess this, this dissertation examines the value of gamification features and characteristics for the bank’s website users, its clients, and explores if it can be considered a competitive advantage for the bank. A research model is created from the features and services of six banks that have already implemented gamification initiatives,. After gathering the key functionalities employed by the banks in their gamified platforms and the benefits that they brought for their users, a survey is developed aiming at understanding the value those functionalities have for the clients of ActivoBank. Then, a Resource-‐Based View analysis is done in order to examine if a gamification initiative can be a source of competitive advantage for ActivoBank in the Portuguese market.