Product teams will utilise elements of game playing (e.g. point scoring, competition with others, rules of play) to encourage engagement with a product or service.

It's really effective, and can be addictive.

There are many types of gamification—almost anything can be gamified.

For example:

Duolingo will use 'XP' (experience points) and 'streaks' to incentivise people to use their app more.

This leans into the craving to maintain their streak, or unlock the next 'level'.

Early in 2021, Robinhood removed their confetti animation, amid scrutiny that it was overly-gamifying the process of investing.

i.e., the confetti created a reward loop of "invest, and see that awesome celebration"—even if it was a terrible investment.

Product teams will utilise elements of game playing (e.g. point scoring, competition with others, rules of play) to encourage engagement with a product or service.

It's really effective, and can be addictive.

There are many types of gamification—almost anything can be gamified.

For example:

Duolingo will use 'XP' (experience points) and 'streaks' to incentivise people to use their app more.

This leans into the craving to maintain their streak, or unlock the next 'level'.

Early in 2021, Robinhood removed their confetti animation, amid scrutiny that it was overly-gamifying the process of investing.

i.e., the confetti created a reward loop of "invest, and see that awesome celebration"—even if it was a terrible investment.