Analogue models for gravity intend to provide a framework where matter and gravity, as well as their intertwined dynamics, emerge from degrees of freedom that have a priori nothing to do with what we call gravity or matter. Bose Einstein condensates (BEC) are a natural example of analogue model since one can identify matter propagating on a (pseudo-Riemannian) metric with collective excitations above the condensate of atoms. However, until now, a description of the "analogue gravitational dynamics" for such model was missing. We show here that in a BEC system with massive quasi-particles, the gravitational dynamics can be encoded in a modified (semi-classical) Poisson equation. In particular, gravity is of extreme short range (characterized by the healing length) and the cosmological constant appears from the non-condensed fraction of atoms in the quasi-particle vacuum. While some of these features make the analogue gravitational dynamics of our BEC system quite different from standard Newtonian gravity, we nonetheless show that it can be used to draw some interesting lessons about "emergent gravity" scenarios.