A new trend is emerging in the modern digital economy. Experts are observing a blurring of the lines between entertainment, shopping, and gambling. Mykhailo Zborovsky, an expert in the strategic development of iGaming products, notes that the phenomenon of “risk gamification” is based on the psychological principle of unpredictable rewards, borrowed from gambling. This mechanism is extremely effective in forming habits and stimulating impulsive behavior among users in unregulated areas such as e-commerce and collecting. People invest their time, attention, and even money in exchange for an unknown but potentially attractive prize.
Psychological basis: how are we being manipulated?
At the heart of risk gamification lies a cycle of unpredictable rewards, which psychologists consider to be the most effective tool for forming behavioral addiction. This cycle is based on the fact that rewards are not given for every action, but only from time to time and at random. It is the uncertainty of the final result that stimulates the brain with dopamine, causing us to repeat the action (e.g., opening the app or refreshing the feed) in anticipation of the “big win.”
This principle shifts the focus from rational action (e.g., purchasing a necessary item) to emotional anticipation and excitement. In the digital economy, we become constant “players,” investing our attention, which is the most expensive currency. This explains why we experience an impulsive desire to “catch” a discount or endlessly refresh our feed.
Mykhailo Zborovsky emphasizes that this mechanism, when taken out of the strictly regulatory context of iGaming, allows commercial companies to exploit the human tendency toward excitement.
Gamification of shopping: lottery in e-commerce
The e-commerce sector is one of the most aggressive in its use of gambling mechanics. Nowadays, ordinary shopping has turned into a constant lottery. Platforms are honing their skills in creating artificial scarcity and encouraging impulsive decisions.
A striking example is the Temu platform, where choosing a product becomes a game with elements of risk. They actively use the mechanics of the “Wheel of Fortune,” “Hit the Jackpot” games, or limited-time offers. To get the maximum discount, you need to attract new users. Key manifestations of risk gamification in commerce:
Wheel of Fortune – a random discount or prize that encourages users to open the app.
Mystery Sale/Blind Offer – purchasing a product or service with an unknown final price.
Blind Box – a packaged box with unknown contents. Often used to promote “collectible” items.
Referral incentives – the need to attract friends to “unlock” the maximum discount or gift.
Scarcity sales – creating an artificial sense of urgency and fear of missing out.
This completely shifts the user's motivation: they are not buying a product, but a chance to win, which is pure gambling logic. The result is millions of hryvnia spent in pursuit of discounts and promotions. Gambling disguised as shopping successfully exploits human impulsiveness.
Наші інтереси:
Gamification
Якщо ви помітили помилку, то виділіть фрагмент тексту не більше 20 символів і натисніть Ctrl+Enter
Війна в Україні – це надпотужний каталізатор, що прискорює розпад неефективної етатичної диктатури та сприяє народженню республіки – народної держави. У республіці джерелом влади є «демоси» –...
Mykhailo Zborovsky – Gamification exploits the principle of unpredictable rewards
Світ:
A new trend is emerging in the modern digital economy. Experts are observing a blurring of the lines between entertainment, shopping, and gambling. Mykhailo Zborovsky, an expert in the strategic development of iGaming products, notes that the phenomenon of “risk gamification” is based on the psychological principle of unpredictable rewards, borrowed from gambling. This mechanism is extremely effective in forming habits and stimulating impulsive behavior among users in unregulated areas such as e-commerce and collecting. People invest their time, attention, and even money in exchange for an unknown but potentially attractive prize.
myhaylozborovskyy-1.jpg
Table of Contents
Psychological basis: how are we being manipulated?
At the heart of risk gamification lies a cycle of unpredictable rewards, which psychologists consider to be the most effective tool for forming behavioral addiction. This cycle is based on the fact that rewards are not given for every action, but only from time to time and at random. It is the uncertainty of the final result that stimulates the brain with dopamine, causing us to repeat the action (e.g., opening the app or refreshing the feed) in anticipation of the “big win.”
This principle shifts the focus from rational action (e.g., purchasing a necessary item) to emotional anticipation and excitement. In the digital economy, we become constant “players,” investing our attention, which is the most expensive currency. This explains why we experience an impulsive desire to “catch” a discount or endlessly refresh our feed.
Mykhailo Zborovsky emphasizes that this mechanism, when taken out of the strictly regulatory context of iGaming, allows commercial companies to exploit the human tendency toward excitement.
Gamification of shopping: lottery in e-commerce
The e-commerce sector is one of the most aggressive in its use of gambling mechanics. Nowadays, ordinary shopping has turned into a constant lottery. Platforms are honing their skills in creating artificial scarcity and encouraging impulsive decisions.
A striking example is the Temu platform, where choosing a product becomes a game with elements of risk. They actively use the mechanics of the “Wheel of Fortune,” “Hit the Jackpot” games, or limited-time offers. To get the maximum discount, you need to attract new users. Key manifestations of risk gamification in commerce:
This completely shifts the user's motivation: they are not buying a product, but a chance to win, which is pure gambling logic. The result is millions of hryvnia spent in pursuit of discounts and promotions. Gambling disguised as shopping successfully exploits human impulsiveness.
Gamification
Зверніть увагу
Архаїчні демоси – самокеровані групи «своїх людей»: від священного ладу Трипілля до сучасної республіки та копного права 2.0