Gamification, the use of game elements in non-game contexts, has been widely studied in education, but its impact on Mobility-as-a-Service (MaaS) apps is less understood. While research suggests that gamification can enhance the intention to use MaaS, its effectiveness in sustaining long-term engagement seems limited. Tailoring gamification to users appears to be a promising start to sustain engagement and motivation. Moreover, some studies highlight hedonic motivation as a key predictor of intention to use MaaS. In our experimental study (n = 159 participants), we examined how tailored gamification influences intention to use MaaS, with hedonic motivation as a mediator. Participants were either in a coherent tailoring condition (i.e., matched to the participants’ Hexad profile) or an incoherent condition. The results showed that tailored gamification significantly increased hedonic motivation but did not directly or indirectly affect intention to use MaaS. However, hedonic motivation itself did directly predict intention. We conclude that tailored gamification is promising, but further research is needed to refine its implementation.