How Apps Keep Our Young People Coming Back
Variable rewards are an element of gamification that keeps people engaged because they create uncertainty. We never know when the next exciting video, message, notification, or achievement will appear. This unpredictability encourages us to keep checking our devices "just one more time."
One of the ways digital platforms create these variable rewards is through gamification.
Some common examples of gamification include:
- Daily login streaks that reward users for returning every day.
- Likes, hearts, and comments that provide instant social feedback.
- Notifications that encourage users to check their device.
- Points, badges, achievements, or levels that create a sense of accomplishment.
- Progress bars that motivate users to finish a task.
- Personalised recommendations that continually provide new content based on previous activity.
These features may seem harmless on their own, but together they create a cycle of anticipation and reward. Each notification, "like," or achievement offers the possibility of a positive experience. Because the rewards are often unpredictable, the brain continues to seek them out, reinforcing the habit of repeatedly checking the device.
This is why many young people find it difficult to stop scrolling or put their phones away. It is not simply a matter of willpower. Many digital platforms are intentionally designed using psychological principles that capture attention and encourage repeated engagement.
Gamification itself is not inherently harmful. It can be used in positive ways to support learning, build healthy habits, and encourage physical activity. However, when combined with variable rewards and personalised content, these design features can make it much harder for young people to disengage from their devices, particularly while their brains are still developing.
