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It is 2021, and there is an app for everything. Now companies are trying new and innovative ways to hook millions to their app.
Many app makers, like those in FinTech(Financial Technology), are trying to boost the performance, engagement levels and ‘stickiness’ of the app by using gamification, where elements of video games are added to the app to make it feel thrilling and slightly addictive to the ‘player’.
Gaming generated USD 179 billion in 2020, making it more valuable than movies or sports. Gamers spend an average of 8 hours per week playing video games but another set of statistics show that more than half of all Americans are living on the edge, with no savings, even while being financially literate.
Social media, fitness, education, crowdfunding, employee training and even social credit systems now deploy gamification enhancements to lure more and more people.
Gamification works on our motivational levels, satisfying our psychological needs, and providing us with a sense of reward.
The brain goes in a ‘neurologic immersion’ state where we crave more ‘variable rewards’ that are unpredictable, emotionally charged and engaging.
Example: Scratching a virtual scratch card after making a payment and winning a small cashback releases feel-good neurotransmitters inside the brain, like oxytocin and dopamine.
The lottery is a USD 70 billion industry.
Financial and banking apps use this interest for the lottery and incorporate small ‘games’ inside their apps that encourage customers to make automatic investments and win prizes without hurting their principal amount.
Though there is an amount of addiction associated with gamification, the concept is a positive implementation of an otherwise negative trait found in normal people: The thrill of gambling.
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