Game makers are highly skilled at creating addictive games that keep players coming back. They have a ton of techniques to help them achieve this. Everything from adaptive difficulty levels to competitive gameplay and immersive audio and visual experiences helps.
But one factor that should not be overlooked due to its effectiveness is the reward loop. Most of us are aware of the concept of reward loops and how they work, even if we don’t know that’s what they’re called. But, in essence, game makers keep players coming back to games with the promise and delivery of rewards for achieving certain and specific in-game tasks or achievements.
Online Gaming
Whether you play Call of Duty, Slay the Spire, or the latest Megaways slots, you’ve likely been caught up in a reward loop that has brought you back to play the games time and time again. There are several options, from traditional online casinos to casinos that accept crypto deposits for quick and safe transactions, that offer VIP and reward-based loyalty programs. When you play a certain number of games, or spin slot reels a given number of times, you are rewarded with additional spins, or you receive access to bonuses like additional cashback rewards, or even social benefits like badges and titles.
And, according to online gambling expert Carlos De Lanuza, the more you play and the more you hit the required actions, the greater the rewards. This layered approach is a critical component in a reward loop.
But, reward loops aren’t just reserved for online casinos, where players can enjoy real-world returns. Video games may not offer cash or tangible rewards, but digital and in-game rewards are just as beneficial and just as appealing to avid gamers.
The Reward Loop Principle
The reward loop principle is relatively simple. A player is required to perform a certain action, or certain actions. When they perform these actions, they are rewarded, typically with points or some in-game currency.
When these points reach a certain level, they can be spent on rewards that range from skins to loot boxes and other useful rewards. They can even be used to unlock new levels or increase energy levels so the player can keep playing for longer.
Once the player has unlocked their reward, the next level of reward loop is opened up, which keeps the player coming back time and time again in a bid to try and unlock every reward available within the game.
And it isn’t just completionists that do so. In fact, while completionists will play a game just to 100% it, casual gamers are less likely to do this, and these players are the ones more likely to be reeled in with reward loops. They provide added incentive to players who might otherwise give up on a game after a few plays.
The Activity
Players must complete actions to receive rewards. These actions can be simple actions, like logging on each day. A lot of mobile games offer rewards for achieving streaks of logging on daily for a week or longer.
Actions can be more specific to gameplay, such as achieving a certain number of team deathmatch wins or getting to the top of the spire in Slay the Spire. Most games have multiple actions that can be used to gain access to one or more reward loops.
The Rewards
Rewards can range from simple, basic items to more involved ones. It is common for aesthetic items to be given as rewards in multiplayer games because these do not give the recipient an advantage over opponents.
Often, rewards are given as points or some form of in-game currency so players can accumulate their prizes and have the opportunity to spend them and choose the rewards they receive when they reach a given level.
In-Game Progression
In-game progression can also be seen as a form of reward loop. The gameplay itself, in this case, rewards the player for gathering experience points or achieving other milestones within the game.
New levels generally unlock new features. It might unlock access to new areas of a map, offer new weapons or skills, or provide access to in-game features that were previously locked.
The Loop
Provide a single reward, and a lot of players will stop playing when they reach that reward. This is where the loop element of a reward loop comes in.
Once the player receives a reward, they are encouraged to continue to unlock the next reward, advance to the next level, or enjoy some other benefit for their progression.
The Role Of Dopamine
The reason this reward loop works and attracts so many players to keep coming back and play more is because of dopamine and the role it plays in our gaming brains. Dopamine is released in the brain when we achieve something, making us feel good and enjoy the sensation. When we hit an achievement in a game, that dopamine release is triggered, and we get a buzz from it.
Because hitting the achievement leads to an enjoyable sensation, our brain wants us to seek that dopamine hit over and over again.
Variable Rewards
Giving the same reward for the same action, every time, gets boring. The most effective reward loop offers different rewards each time, alternating between high-quality and lower-quality rewards. The disappointment of not hitting a major reward is enough to push a lot of players to compete again, with the aim of getting a higher quality reward this time around.
Multiple Progressions
Some of the most popular video games offer multiple progression systems. Consider Call of Duty, which remains one of the most popular multiplayer game franchises every year, even after more than 20 releases.
Players work towards levelling up their characters, achieving levels on the season battle pass, completing achievements, and earning crates. These multiple reward systems give different players different targets to aim for.
Competitive Progressions
Another form of reward loop is that of social competition. Call of Duty also has leaderboards that compare players to one another. As well as being able to look at global standings, players can see how they stack up against their friends and opponents.
The reward from this type of progression is less tangible than in-game items; it’s effectively bragging rights with your mates.
Conclusion
Gamemakers and game platforms have a plethora of ways in which they attract and retain players. One such method, which can be implemented throughout different stages of games, is the reward loop.
We see it in all types of games and on all platforms, from mobile puzzle games to competitive third-person shooters, and it is present in some of the most successful games of all time.
