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Gamification, however, goes one step further and uses gaming elements to influence real-world behavior.

Frequent jumping is a key element of the Super Mario Brothers experience.

Gamification for good

Gamification is the use of gamelike elements in other contexts. Common elements include badges, points, rankings and progress bars that visually encourage players to achieve goals.

Many readers likely have experienced this type of gamification to improve personal fitness, get better grades, build savings accounts and even solve major scientific problems. Some initiatives also include offering rewards that can be cashed in for participating in actual civic projects, such as volunteering in a park, commenting on a piece of legislation or visiting a government website.

They all rely on the behavioral concept known as extrinsic motivation, which occurs when a person pursues goals with the expectation of a reward, such as a student who hates calculus but desperately needs an A to graduate. Extrinsic motivation lasts only as long as the player feels appropriately challenged and rewarded. Games exploit this by tapping into the pleasure of earning rewards.

Gamification for bad ANDIEZ Speech Language Pathologist Anatomy Poster

There’s a fine line, though, between using extrinsic motivation to help people lose some weight and using it to obscure the complexity of investing in stocks and other financial instruments behind a fun, gamelike environment.

Robinhood built its app to delight people who are new to active investing, taking advantage of the same psychological motivators that drive game behavior. Robinhood’s simple interface is replete with emojis, push notifications, digital confetti and backslapping affirmation emails. Its “game play loop” is making stock trading easy while providing sensory feedback.

I opened an account to see for myself.

The gamelike thrills start at sign-up when Robinhood offers new users a free stock, which they select from three face-down golden cards. This gives a casinolike illusion of choice, with the color gold lending and air of sophistication.

But rather than merely pick a card, users actually “scratch” it, like a lottery ticket, after which the stock is revealed with affirming congratulations and a screen full of confetti. Other sensory appeals such as colors and gamified imagery such as gift boxes encourage continued use.

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