<p>This study employs an original approach by applying the behavioural reasoning theory (BRT) to investigate the adoption of personalized gamification services within mobile wallet (m-wallet) applications. Its primary objective is to gain insights into the relative impact of “enablers” and “inhibitors” of adoption, thereby contributing to a deeper understanding of the factors influencing the acceptance of gamified services. The study adopts a mixed-methods approach to examine motivators and barriers in the adoption of gamified m-wallet apps. Qualitative study employs thematic analysis for qualitative identification of the variables, while quantitative study employs PLS-SEM to test and validate hypothesized relationships with a sample of 417 respondents. The study emphasizes the significance of “enablers” and “inhibitors” adoption in influencing the intention to adopt gamified services, with activation, engagement, and rewards being motivators, while usage barriers, customer reactance, and aesthetics act as hindrances. Additionally, personalized gamification value plays a crucial role in shaping these adoption factors, and self-efficacy is identified as a moderating factor within the gamification context. The study also discusses the practical implications for online platforms incorporating gamification, emphasizing the customization of game mechanics and experiences to align with user preferences.</p>