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‘Let me just finish this one part. I’ll get to it after one more level.’ Hear these common phrases said in response to a game, and you know you’ve got yourself a winner. The magnetic draw to want to continue playing, fighting, foraging, exploring, or constructing isn’t just there by chance, but because mobile games are built with intention and reward loops.
Through the magic of the reward loop, even the minutiae of the game suddenly become worthwhile. You’ll start to pay attention to every aspect of the gameplay and interface—whether it’s making progress in your daily quests, resetting your cooldown timer, or unlocking the next shiny item.
Those reward loops drive engagement, but how do they work exactly? What happens in our brains at the start, during, and after each loop? Let’s find out how mobile games use reward loops to catch us, hook, line, and sinker.
How does a Reward Loop function
Reward loops are exactly what they sound like. They’re never-ending cycles fuelled by the promise and anticipation of a reward. If we go a little deeper into the mechanics, they follow a very simple sequence: there’s a cue that prompts you to act, you reap a reward, and the cycle continues.
For example, you might defeat a boss and pick up some loot, which gives your brain the satisfaction it needs to continue performing that action. Or you might log in to a mobile app and contribute to a daily login streak, which signifies progress. There’s a reason to perform these actions over and over again, whether the reward is XP, a new item, in-app currency, or something else.
Mobile games thrive on this system because they have a reputation for delivering ‘quick fun’. While you can easily enjoy them for hours, they’re also perfect if you’re looking for some bite-sized entertainment on the go. Through sneaky nudges like push notifications and daily unlocks, they make you feel like you’ll miss out if you’re not checking in.
Variable Rewards vs Fixed Rewards
Reward loops rely on two primary types of reward: fixed and variable. While fixed rewards give you a sense of predictability, like a guaranteed amount of coins or a specific prize, variable rewards keep you on your toes with unpredictability, like loot boxes or mystery items.
The Psychology behind the Craving
The concept of reward loops might be easy to understand, but have you wondered what happens inside our brains as they unfold? Reward loops are fuelled by dopamine, a chemical messenger and hormone released during the satisfaction part of the cycle.
When we’re on the way to achieving something, our brain releases dopamine, which provides those incredible feelings of pleasure and motivation. It’s what drives us to seek those feelings and produces that craving. That craving is amplified even more when it comes to variable rewards, since we aren’t quite sure if the outcome will be underwhelming or exceed our expectations.
Because there’s so much uncertainty attached to variable rewards, they activate behavioural triggers—cues that lead us to seek out unexpected prizes. The tension enhances that emotional payoff, making the reward more intense and satisfying.
It’s the same principle used in casinos online, where risk-reward systems, random number generation (RNG), and chance-based mechanics come together to trigger reward anticipation. Whether you’re playing slot machines, roulette, or blackjack, the unpredictability of each wager and outcome fuels the release of dopamine and reinforces repeated behaviour.
As these mobile apps play on these same psychological concepts, they create the same sort of addictive experiences casinos do. Countless gambling mechanics in games are borrowed from casinos, reflected in features like spinning wheels and gacha systems. In turn, those casino platforms also capitalise on game psychology, such as progression systems, to create even more engaging loops that feature both types of design techniques.
How Game developers use Reward Loops strategically
We now know what reward loops are made up of and the psychology behind their grip, so how are game developers incorporating this mechanism into mobile games? Each reward loop is carefully designed with a clear goal.
The main goals include encouraging spending, extending their playtime, or keeping them coming back. Create loops that tackle all three, and they build a gaming experience that benefits both the user and the developer. The user gets their dopamine fix and enjoys a mobile game long-term, while the developer profits financially and through player engagement.
Retention is the ‘why’ of the goals, giving players a reason to log in, continue levelling up their character, or complete challenges. Without retention loops, the others are practically pointless. And they don’t have to be significant, just consistent enough to keep players around, but not so frequent that they lose value.
Then, there’s the session length loop, which ensures players play the game for longer periods and don’t abandon it in minutes. Loops are layered here, and certain aspects of gameplay provide different rewards, so every single interaction feels meaningful. Monetisation can then be easily woven into these loops, turning each minute of engagement into a chance to generate revenue.
Once mobile games successfully get players invested, they offer extra lives, boosts, upgrades, and other tempting perks. Players who are addicted to the chase or aren’t interested in waiting anymore will be more inclined to make purchases to avoid losing momentum. That’s when you know the addictive power of reward loops is at their peak.
When Engagement turns into Exploitation
But because the engagement side of the equation is so intense, it creates a very fine line between healthy play and unhealthy compulsive behaviours. Especially because we’re talking about mobile games and not gambling, which has age restrictions in place, it means younger audiences are particularly susceptible to this addictive cycle of pressure through the fear of missing out (FOMO). That can lead to excessive spending, extended playtime, and in the worst-case scenario, negative effects on daily life.
Mobile games can be fun, educational, and a great way to promote cognitive skills, but with these mechanics present, they can slowly become manipulative or even aggressive if developers don’t keep player well-being in check. It’s ultimately the responsibility of developers to balance compelling gameplay and ethical design to avoid exploiting their users.
With Great Power comes Great Responsibility
Reward loops are the secret behind every addictive mobile game. Developers know exactly what our brains want to get out of a gameplay experience and cleverly use these tactics to boost their app to the top of the charts.
While players can’t control what developers ultimately choose to implement, they can become more aware of the effects of these endless cycles and stay mindful of their gaming habits. Instead of succumbing to the chase, it’s important to catch a breather, balance investment and enjoyment, and know when to take a step back before the game starts to control you.
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