You might not naturally put gambling and fitness into the same category. On the face of it, these two concerns might seem to be barely related. But they actually do have at least one thing in common: both have extremely large and sophisticated industries behind them, which have committed massive resources to developing apps and services that encourage users to do more of one activity or another.
In recent years, we’ve seen online casinos and fitness apps learn from one another. Both leverage behavioural psychology to keep us engrossed, and to keep us spending – while protecting us from the kinds of harm that might prevent us from spending even more, in the long term.
Let’s consider a few of the more important techniques via which this is done.
Gamification
Modern video game developers understand that providing us with rewards, including virtual medals, badges, and ‘achievements’, can provide a compelling sense of progress that keeps us coming back for more. In truth, this mechanic has been around for decades. Consider a classic ’70s arcade machine with the high scores displayed on the front.
Whether you’re using a casino online, or a fitness app, you’ll have been exposed to the same mechanic. A running app like Strava might present you with an award when you’ve run the fastest 5k on a given estate; a gambling app might present you with a special badge when you earn a record payout.
Habit loops
A habit loop is a mechanism through which we can be progressively persuaded to take a particular action whenever presented with a given cue. When this loop is done frequently enough, we might perform the action automatically and unthinkingly – and even feel anxious when we don’t. Just think of how you might reach for your phone when you hear a notification.
Casinos can create habit loops by presenting you with special incentives, like streak bonuses, to keep playing. Fitness apps might do the same thing by setting daily targets for steps taken.
Psychological triggers
The habit loop is a product of a special neurotransmitter called dopamine. This regulates our desire to want something. A lack of it might result in us never getting off the sofa; an abundance of it might see us compulsively perform the same activity, over and over again.
Through the cycle of reward and reinforcement, app developers can hijack our dopamine systems, and keep us taking actions in spite of the objections of our rational minds.
Designing for retention
The User Experience matters, whatever kind of application you’re developing. If the application is irritating and difficult to use, this might result in ‘friction’ that eventually pushes players away. Fewer button presses, shorter loading times, and the collection of feedback all matter – whether you’re developing a casino app or a fitness one.
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