When human beings seek reward, they do so with the help of dopamine. This is the hormone that persuades us to get up and take action in pursuit of our goals. That might mean closing a business deal, or it might mean opening a bag of crisps.
In today’s world, understanding dopamine is a major differentiator for businesses that want to manipulate our desires and behaviours. This applies especially in the digital space. Online gaming services like MrQ Casino, as well as the social media sites that ape them, have a variety of levers at their disposal when it comes to exploiting this famous hormone. If users are to retain control of their digital experiences, and by extension their lives, it’s worth understanding the tricks, and how they work.
The Neuroscience Behind Digital Engagement
Scrolling, gaming, and binge-watching are all reliant on dopamine. Scrolling, like any other behaviour, is motivated by dopamine. When we’re rewarded with exciting content, our brains become more likely to seek reward in the same way again.
Of course, sometimes we aren’t able to access our phones. This can lead to an urge to scroll that isn’t satisfied. This unfulfilled need tends to manifest in the form of anxiety.
Variable Rewards and Habit Formation
We tend to form habits more strongly when the rewards are not dispensed consistently, but at random. We might fear that we won’t be able to get a reward the next time we take an action, and so we feel a need to take more and more action in order to compensate. This is a phenomenon that’s long been observed in laboratory rats.
Dopamine in Online Gaming and Gambling
There are other methods via which online gaming companies manipulate our desires and attention. Attention-grabbing mechanics like near-misses might persuade us that a reward is just around the corner, and that continued playing is therefore warranted. When a game unfolds in seconds, the hits of dopamine can be delivered quickly, which is perfect for habit formation – from the point of view of the game designer.
Ethical Considerations in Dopamine-Driven Design
Of course, all of this isn’t to say that gaming is inherently unethical. But it does suggest that designers have a duty to balance engagement with other considerations, like user well-being. Doing so can help to foster a relationship between player and game that will be rewarding for everyone in the long run.
This might mean making changes to the games themselves. You might consider the 2.5-second limit on slot machine spins, imposed by the UK Gambling Commission. Or, you might consider the range of opt-out tools and time limits provided by modern online casinos and gaming platforms.
