From apps and learning platforms, to the fast-evolving world of iGaming, gamification has become a vital tool in digital engagement, writes Lauren Harrison.
But what really drives people to keep playing and coming back?
To explore the psychology behind gamification, we invited iGaming industry veteran Suren Khachatryan to join us on the iGF couch for an exclusive deep dive into what makes players tick.
With over a decade of experience leading in the iGaming space, Suren currently serves as the Deputy CEO at Gamingtec. And he’s no stranger to the C-suite as he’s also held top roles at Technamin, Digitain and BetConstruct.
This interview is essential reading for everyone in the industry, whether you specialise in retention, are interested in your consumer experience, or work in game design.
Join iGF as Suren shares his expert insight into player motivation, loyalty strategies and gamification.
We hear a lot about gamification these days. But what does it really mean?
“At its core, gamification is the use of game-like elements such as points, badges, rewards, and challenges in non-game environments.
“While it’s common in apps and learning platforms, it’s especially powerful in iGaming.
“But it’s more than just handing out prizes; it’s about tapping into the psychology of human motivation to keep users engaged.”
So why do people keep playing the same games or returning to casinos?
“Gamification taps into why we’re motivated in the first place. There are two kinds of motivation: intrinsic and extrinsic.
“Intrinsic motivation is our internal desire to do something because it’s fun or satisfying. Extrinsic motivation, on the other hand, is driven by external rewards like leaderboards, achievements, or bonuses.
“Successful games combine both.
“They might attract players with flashy rewards, but keep them around because the experience itself is enjoyable.”
Is there any scientific theory that explains this behaviour?
“Absolutely. A widely recognised model called Self-Determination Theory, developed by psychologists Edward Deci and Richard Ryan, explores how people are motivated.
“According to this theory, three psychological needs must be fulfilled for someone to feel engaged and motivated: autonomy, competence, and relatedness.
“When a game or system satisfies all three, it does more than entertain; it creates meaningful psychological fulfilment.”
Can you give examples of how games support those needs?
“You know that feeling when you have control over your decisions? That’s autonomy. In gamification, this could mean allowing players to choose their own path, customise their avatars, or decide which challenges to take on.
“Competence is about feeling effective and capable. This is often achieved through levelling up, receiving feedback, or mastering complex tasks.
“Lastly, relatedness is the feeling of connection to others. Multiplayer features, in-game communities, or even sharing progress on a leaderboard can satisfy this need by reinforcing a sense of belonging.”
Are there any psychological “tricks” games use to keep players hooked?
“Yes, and many are based on how the brain’s reward system works.
“One of the key players here is dopamine, a chemical in the brain associated with pleasure and reinforcement. Games often release dopamine by offering rewards or creating unpredictability, heightening engagement.
like leaderboards, rankings, or multiplayer competition tap into this tendency. They create an environment where social validation, status, and a sense of belonging become part of the experience.
“Moreover, with the rise of virtual and augmented reality, we’re seeing more people form s“Another common technique is using near misses when players come close to winning but don’t quite get there. This creates a feeling of being “so close” and increases the desire to try again.
“There’s also something called loss aversion. People tend to work harder to avoid losing something than they do to gain something new. So when games remind players of progress they might lose, like a streak, a bonus, or a badge, it can be a powerful motivator to keep going.”
How do these strategies translate into habits or long-term engagement?
“Gamification uses principles of operant conditioning. I’m referring to a behavioural concept where rewards shape our actions. Many games use variable-ratio schedules, meaning rewards appear randomly. This unpredictability makes us keep playing, just like slot machines do.
“Gamified systems also trigger something named FOMO, or the fear of missing out. Time-sensitive rewards, limited offers, or seasonal events push users to log in frequently or risk missing out.”
What role does “flow” play in gamification?
“Flow is a state of deep immersion where players lose track of time because the activity is so engaging. It happens when challenge and skill are perfectly balanced. Not too easy, not too hard.
“Gamified systems aim to maintain this state by offering just the right amount of challenge, feedback, and progression. When players are in flow, they’re fully focused and far less likely to disengage.”
What about the social side of gamification? How important is that?
“Social influence is a huge component.
“Humans are social creatures, and we naturally compare ourselves to others. Features trong emotional attachments to their in-game identities. Players who’ve spent time building an avatar or earning a title often feel a sense of pride and ownership, making them more likely to stick with the game.”
Should we be cautious about gamification? Can it be too powerful?
“Definitely. While gamification can be a force for good, boosting learning, motivation, and retention, it can also be misused.
“Systems that exploit psychological triggers without offering real value can lead to compulsive behaviour. And that’s why it’s essential to understand how gamification works.
“When done ethically, it enhances user experiences. When done manipulatively, it becomes problematic.”
Do you have any final thoughts on why we keep playing?
“Gamification speaks to our core psychological needs. It gives us goals to pursue, skills to master, and communities to join. It makes us feel capable, in control, and connected. And when all of that is delivered in a well-designed experience, it becomes irresistible.
“The next time you’re tempted by a badge, bonus, or time-limited offer, remember there’s a powerful science behind it.”
Editor’s Note:
Unpacking the psychology behind gamification–and why it is such a powerful driver–is crucial for operators leveraging this strategy.
According to Suren, motivation lies at the heart of gamification: both intrinsic, creating a rewarding experience, and extrinsic, where rewards fuel continued engagement.
As he explains, gamification taps into powerful psychological needs of autonomy, competence, and relatedness; while employing proven dopamine-driving techniques, such as rewards, near-miss effects, social inclusion, and loss aversion, to provide fulfilling and meaningful gaming experiences.
But he also reminds us that this influential tool can be used for both good and bad. It drives engagement and enhances loyalty. Yet, if misunderstood, it can also fuel compulsive and negative play.
