What Gamers Teach Us About Reward in Digital Spaces

Gaming is no longer the reserve of the minority – it’s reported that an estimated 3.5 billion or more people play games, including mobile and casual games as well as more hardcore PC and console games. While there are many instigators of gaming’s success, the ability of game developers to create appealing games that keep players coming back for more is one element that has seen its popularity soar. Reward systems are a part of game design, although they can be hidden under the hood of the game itself, or be part of the main game design.

The Rise Of Gamers

Today, modern gaming rewards are big business. Loot boxes and microtransactions can be used to entirely fund game development. eSports tournaments have become globally popular, and niche services like CS2 skin gambling show just how important in-game rewards are to players, enabling Counter-Strike players to gamble on games of chance for the opportunity to win new and improved in-game skins. However, gaming hasn’t always been this popular.

The start of modern gaming’s popularity can be traced back to the 1970s and 1980s with the advent of home consoles. The launch of the PlayStation in the 1990s saw this progress even further, and high-speed mobile Internet and capable mobile devices have seen gaming convert from niche to mainstream. Modern players don’t even need to invest in dedicated game consoles or systems to enjoy popular gaming titles.

Dopamine Hunting

In-game rewards systems have also advanced during this time. Whereas the thrill of early games came from winning or advancing, modern games utilize multiple systems to offer rewards to players.

Levelling up, acquiring new items, and improving in-game skills not only reward players with the advancement they desire, but these rewards also trigger a release of dopamine in the brain.

Because dopamine makes us feel good, gamers will actively look to repeat the actions that triggered those releases in the first place, which means multiple reward systems in games keep players coming back for more. It is also the reason why a lot of people turn to gaming as a means of entertainment – they crave the dopamine release that is offered in modern games.

Positive Reinforcement

Gaming reward systems can also be seen as a form of positive reinforcement. This is similar to behaviourist training that we use when training pets.

The player receives something they want, i.e., a new skin or a new skill that can be used during the game, or even a tangible reward outside of the game, when they perform a desirable and positive action within the game system.

This is considered positive reinforcement because the reward is a positive experience, and it is reinforced by the receipt of that positive thing.

Reward Types

Rewards can take various forms, including in-game and those that are rewarded outside the base game itself.

• Intangible – Intangible rewards are non-physical rewards that do not directly impact the playing of the game itself. For example, Xbox Achievements and PlayStation Trophies can be considered forms of intangible rewards. These have no direct influence on the gamer’s playing of the game in the future. They do not further advance the game, and they do not offer benefits within the game, but players still enjoy a sense of achievement. They still get the dopamine release associated with the reward.
• Tangible – Tangible rewards offer benefits within the game itself. For example, a player might receive a new weapon, or they could receive a new skill that will make elements of the game easier. Or they might receive a skill that will enable them to unlock new areas of the game. As well as providing a release of dopamine, these also offer tangible in-game benefits.
• Social – Social rewards are those that enhance the social status of the player. For example, mobile games and casual games often utilize friends' leaderboards – players can compare their own performance to the performances of their friends. Alternatively, guild rewards don’t just benefit the individual; they benefit the entire guild, and players will compete for these rewards not only because they offer a slight personal advantage but because they can be used to enhance their position within the guild if they accumulate enough guild rewards. There may be some altruistic element to the desire to win these rewards, but there is also a selfish element because the player wants to be viewed as being better than other guild members.

Rewards Promote Loyalty

Gaming rewards are commonly used as a means to promote loyalty. Players who receive regular rewards are more likely to return because they want the dopamine hit of receiving more rewards. However, the rewards can’t be too easy to attain, or they aren’t viewed as rewarding enough – this is especially true for intangible rewards. As well as in-game rewards that are granted for specific titles, this system can also be used to grant rewards across different games, such as Xbox and PlayStation’s reward systems, which also encourage player loyalty.  

Rewards Encourage Engagement

Rewards foster routines. This is especially evident in games that have daily or weekly challenges. Destiny 2 takes its reward system seriously and has different types of reward systems, including daily bounties. Players grind these bounties to level up, which means they get the instant reward gratification and also encourages players to repeat the process to work towards buffs and bigger rewards.