Gambling that feels like a game? Beware of this pitfall
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14 May 2025 •
Reading time: 2 minutes Online gambling platforms are increasingly using techniques from video games. Think of rewards, rankings, badges and daily challenges. Everything to make players play longer and come back more often.
This form of gamification ensures more involvement. But it also changes how people gamble. The line between playing for fun and playing for profit is blurring.
Regulators are concerned about addictive behaviour
Regulators such as the Gaming Commission see that gamification influences the behaviour of players. Players become more active, play more often and spend more money. Young players in particular are susceptible to this.
Daily rewards or unlocking levels give them the feeling that they are not allowed to stop. The game ‘plays’ them, instead of the other way around.
The dopamine stimuli that are normally present in games are now linked to money. And that increases the risk of addiction.
Players lose overview and control more quickly
Because gambling increasingly resembles gaming, players lose sight of reality more quickly. The focus is on points, status or ‘achieving goals’ instead of money.
You think you are playing a game. But in reality you are spending money. Often more than you thought.
Regulators want these techniques to become more transparent. They ask for limits, warnings and less psychological pressure in game design.
Gamification is smart, but not without consequences
The use of gamification is understandable from a marketing perspective. It keeps players involved and increases turnover.
But it also contributes to problematic gambling behavior. Especially among vulnerable groups such as young people and people with less control.
If this trend continues, rules must change accordingly. And platforms must take their responsibility. Gaming fun should never weigh more heavily than mental health.