The new structure of the brazilian electric sector, consolidated by the end of the 90s main implication the introduction of competition in the power generation activity. The expansion of generation capacity, responsible to ensure structural equilibrium between supply and demand, is stimulated by long-term contracts negotiated through energy auctions. Therefore, the investor must give a competitive price (in order to win the auction), but also sufficient to pay his investment, operational costs and, especially, protect him against all project risks. In this role, the two main contributions of this work are: (i) to suggest a methodology of risk pricing, using the Value at Risk (VaR) criterium, which gives the maximum loss admitted by the risk averse investor, with a specified confidence level, and (ii) to apply different portfolio selection models, which incorporates the VaR criterium to optimize a portfolio with different power generation technologies. The risk pricing results are usefull to determine the project critical components and to calculate the competitiviness (price) of each technology. The study of different portfolio selection methods aims to investigate the most suitable model for the return distribution shape, characterized by having assimetry and curtosis (heavy tails).