Different　strategies　have　been　employed　by　marketers　over　recent　years　to　create　environmental　awareness.　Gamification　is　one　of　them.　These　gamifications　evolve　into　positive　emotions　and　can　convey　messages,　leading　to　sustainable　behavior.　However,　the　use　of　such　gamification　in　e-banking　is　yet　to　be　explored.　This　study　explores　a　new　paradigm　＇green　gamified　banking＇　through　e-banking　users.　The　following　study　develops　a　hypothesis　on　three　primary　emotions,　enjoyment,　engagement,　and　motivation,　side　by　side,　to　provide　sufficient　evidence　of　gamification　used　in　e-business　such　as　e-banking.　We　provided　a　game　algorithm　to　support　the　theory　and　developed　a　variable.　For　a　feasibility　check,　we　first　found　e-banking　customers　who　were　part　of　such　games　and　were　interested　in　sharing　their　experiences.　In　this　context,　a　survey　of　264　people　was　conducted.　We　performed　partial　least　square-structural　equation　modeling,　and　the　results　suggested　serious　games　in　e-banking.　Besides　a　sustainable　agenda,　it　contains　an　element　of　positive　emotions　that　enable　users　to　be　part　of　such　a　cause.　The　empirical　analysis　provides　evidence　enjoyment　and　motivation　have　positively　significant　partial　mediation,　whereas　engagement　remained　insignificant.　©2024　IEEE.