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Subliminally influencing our behavior using virtual rewards
One of the fundamental aspects of gamification is to make certain actions more attractive through rewards. Which actions are rewarded the most is a key decision for app designers. Researchers have found that gamification techniques can also motivate to perform actions that benefit the app developer first and foremost.
Many gamification apps only provide superficial motivation
Many popular gamification apps are designed to use simple mechanics to increase user loyalty and generate sales. Their developers usually work hard to conceal this fact. Many apps suggest that we use them for our own benefit through clever design and marketing. In reality, it is often only their gamification mechanics that motivate us to become a regular user.
Intrinsic motivation vs. extrinsic motivation
In psychological terms, an individual’s inner motivation is referred to as intrinsic motivation. However, many gamification applications are largely superficial and rely on extrinsic motivation, i.e. motivation created by external factors. Common examples of this are gamification features such as experience points, coins and high score tables. This means that extrinsic motivation can be created by simple game mechanics unrelated to the purpose of the application.
Is Duolingo deceiving the user?
One of the most discussed examples of a mismatch between intrinsic and extrinsic motivation is the language learning app Duolingo. It promises rapid learning progress, but keeps users coming back mainly by awarding experience points for completing exercises.
Focusing solely on accumulating points and completing no more than one lesson per day is enough for the app to constantly praise the user. In addition, Duolingo’s exercises rarely offer more than constructing sentences or translations from pre-made segments. Only occasionally does the app ask the user to type in a sentence or translation.
In addition, the app allows users to downright cheat by looking up vocabulary while completing the vast majority of its exercises. The app also includes quizzes that check the user’s progress under time pressure or more difficult conditions. Even those who lose their intrinsic motivation and are only extrinsically motivated will be able to make steady progress.
Gamification apps can be addictive
The play instinct is deeply ingrained in human nature. It has been scientifically proven that it is possible to become addicted to gaming apps. One of the reasons for this is the way our brain’s reward system functions. When we enjoy ourselves while playing a game, we experience the release of dopamine in the midbrain. Dopamine makes us feel good. At the same time, it increases our desire to repeat the experience that caused our brain to release it.
Sobald unser Gehirn den Zusammenhang zwischen der Dopaminausschüttung und dem Spiel begreift, das wir gerade spielen, werden wir zum Weiterspielen motiviert. Gleichzeitig wird es immer schwieriger, unserem Gehirn abzugewöhnen, immer wieder nach der neuen Dopaminquelle zu verlangen.
Viele Gamification-Apps sind daher so ausgelegt, dass sie uns ständig kleine Belohnungen verabreichen. Dies kann zu dem Verlangen führen, täglich Stunden mit ihnen zu verbringen.
Gamification apps can be dangerous data mongers
In addition, modern gamification apps are able to track the behavior and usage preferences of their users in great detail. This can be used to create rich user profiles that we are often unaware of.
User profiling is typically used to display ads that are specifically tailored to us. However, it can also be used to derive detailed information about personal habits that can be very damaging in the hands of cyber criminals.
Dark Patterns: the Dark Side of Gamification
Manipulation techniques aimed at app and website users have been dubbed “dark patterns”. The term itself comes from web design. Common dark patterns often exploit human psychological weaknesses:
Forced loops
Forced loops use – often simple – reward systems to get us to use gamification apps regularly. As soon as one reward is unlocked, the next one seems to be within reach. As a result, we often spend far more time on these apps than we actually want to.
Exploiting FOMO (Fear Of Missing Out)
One of the most common dark patterns is to create the impression that only regular participation will lead to success. This psychological pressure is often created by regular events and deals, as well as time-limited rewards.
Exploiting fear of loss
One of the best known examples of this is Duolingo’s streak system. The app generally motivates users to use it every day. Duolingo justifies this by pointing out that it is only through daily practice that learning progress can be made. Every day that a lesson is completed successfully is added to your streak.
Exploiting social pressure
Many gamification apps have complex functions for networking their users. What at first glance enables exchange among like-minded people often ends up being an instrumentalization of the community to retain users. This is mainly due to dark patterns such as the prominent display of other users’ successes in friends and high score lists, VIP systems and hierarchies between successful and less successful community members.
Nagging
Nagging regularly involves reminders or requests asking the user to use gamification apps regularly. These messages range from in-app notifications to push messages and notification emails. These requests often use emotional wordings and emphasize the app community. Common examples include phrases such as “Don’t let your friends down” or “Show everyone what you can do”. More and more apps are building up psychological pressure in this way.
What science says about manipulative gamification apps
1. Sebastian Deterding
Sebastian Deterding teaches at Imperial College London and is a leading gamification researcher. Deterding argues that many gamification approaches rely too heavily on extrinsic motivation (e.g. rewards, experience points), which runs the risk of undermining users’ intrinsic motivation.
Deterding emphasizes that gamification should instead be designed to promote users’ well-being and respect their freedom of choice. He sees a danger in the fact that gamification applications can subtly and unnoticeably manipulate our behavior.
Deterding points out that such dark patterns can degenerate into surveillance and control mechanisms. Instead, he advocates for transparently designed gamification systems that preserve user autonomy.
2. Ian Bogost
American researcher and video game designer Ian Bogost is a fierce critic of commercial gamification and has coined the term “exploitationware” for poorly designed gamification apps.
Bogost argues that companies often abuse gamification to manipulate users through superficial rewards and point systems. Bogost sees a significant danger in extrinsically motivating gamification systems. In his view, they entice us to complete tasks that we would ignore without the incentive of a reward.
Bogost argues that such systems often produce only short-term behavioral changes and undermine long-term values such as personal responsibility and intrinsic motivation. Bogost calls for a deeper examination of how gamification can be used wisely and fairly, rather than subtly influencing users.
3. Kevin Werbach and Dan Hunter
American lawyers Kevin Werbach and Dan Hunter, authors of the book “For the Win”, advocate a responsible approach to gamification. They emphasize that gamification should be used in a way that delivers real benefits, not just short-term behavioral changes. Werbach and Hunter advocate for gamification systems that respect the needs and interests of users.
Werbach and Hunter also emphasize that gamification should not be used only to increase consumption or superficial productivity. Instead, the focus should be on positive effects on society as a whole.
