With a focus on tech and games, players are getting more easily addicted to specific games and apps than ever before. But what is it that keeps players coming back time and time again to the same app, scrolling, tapping and playing for far longer than intended?
It’s not just games either; social media platforms to mobile games all offer an addictive digital experience that’s far from accidental. Behind each app is a wealth of complex technology that is designed to maximise player or user engagement, encouraging retention.
Even simple games such as crash games use careful hooks and real-time algorithms to keep players invested. It doesn’t matter whether it’s a gaming app or a social media platform, the mechanics driving this engaged behaviour go beyond the charming interface.
And this is because developers use behaviour-shaping systems just like those found in casinos and productivity tools.
Recognising these for what they are will help users see exactly how an interactive experience is powered and why these apps can be hard to stop.
Variable rewards keep engagement high
One of the most engaging features on any game or app is the variable reward system. This really helps to encourage anticipation and unpredictability. What this means is that players stay for one more try or scroll with the hope that something good will happen.
Social media uses it through likes and specific algorithmic content. Mobile games use it through unpredictable in-game rewards and bonuses. Casino games do the same, just on a larger scale. For instance, in terms of getting the Aviator game explained, the game uses these mechanics to give unpredictable multipliers.
There’s always the draw of a potential win, or even a bigger one in the next round. This works because our brains are wired to react strongly to uncertain outcomes. Apps simply exploit this by mixing randomness, rarity and near misses so that the interaction is always an exciting one.
Personalisation powered by AI
With large language models (LLMs) and other AI software, apps can now easily track behaviour to create personalised experiences online. AI can learn which content, layout, game, notifications, bonuses and challenges keep you most engaged online.
This can actually be a good thing though, as it makes the apps more user-friendly and compelling. But it can sometimes mean more compulsion to use them and stick to playing or scrolling.
Examples of this include news feeds matching your viewing and reading patterns, recommendations about your interests or even dynamically changing game difficulty to prevent boredom or frustration. However, it does mean that something is always pushing you to stay longer.
Micro-interactions create habits
Some of the apps use very subtle features to encourage returning users. Many of these are psychological triggers and are things like small animations, vibrations, sound cues and so on, to create continued momentum.
Swiping to refresh or a satisfying click of a button can reinforce interacting with the app. This can create a habit as the experience is so smooth and rewarding, which can then build into a loop over time.
Finally, as people are typically social, many apps now incorporate social features, such as encouraging competition, comparison and connection. Using leaderboards, adding friends, being able to share, and real-time multiplayer gaming all aid in pushing engagement.
And with social pressure, user retention is increased. Often, players remain because a friend made a challenge, streaks need to be kept or users are compelled to respond to notifications.
Whatever the reason, these small technological changes have helped to ensure players stick around a lot longer than they might have.
