In an example, a method for implementing gamification in user authentication operations for a customer financial transaction device such as an automatic teller machine (ATM) or kiosk may be provided to improve security and enable enhanced electronic display and user interface features. In one example, the electronic operations for implementing gamification may include associated actions in a user interface authentication screen with defined gamification functions, receiving and evaluating input in the user interface authentication screen, and enabling or performing certain authentication actions based on an expected gamification action. In further examples, the gamification may be implemented based on themes for the user interface that match entertainment themes, individual games, or customizations to graphical and text content established by the user.