In life, the anticipation of a reward can be just as persuasive as the reward itself. Think about the way that your mind responds to the rustle of a packet of crisps, the rumble of an engine, or the theme tune to your favourite binge-worthy television show.
In the world of digital gaming, anticipation is of paramount importance. It helps to deepen the player’s engagement, and get them invested in what’s to come. By understanding how this works, and through the judicious use of a few common tricks, designers can create experiences that reliably draw players back for more.
The psychology behind anticipation
To understand anticipation is to understand the function of a neurotransmitter called dopamine. It’s this chemical that motivates us to get up and take action. We even take pleasure in that action, before the reward is even received. Then, when the reward comes later, the behaviour is reinforced, which leads to more dopamine being released in the future. We subsequently take action, or remain engaged with a service, because we anticipate reward.
The role of anticipation in driving habit, and increasing player loyalty, has been documented in successive studies. It’s established as critical to digital play.
Anticipation in game design mechanics
So, how do designers create a sense of anticipation? There are a number of different methods, but they all stem from the idea that a player should be told about an outcome before it actually arrives. Countdown timers, loot boxes, and near-miss events can all be helpful. When these events occur, the player generates a surge of dopamine, motivating them to continue playing and to see what’s in the box.
Progressive jackpots and megaways slots illustrate exactly how this might be done in a modern, digital casino.
Marketing strategies that influence anticipation
A sense of anticipation need not be confined to a single game, or session. In fact, modern marketing is built around creating a sense of anticipation that persists for weeks, months, and years. The right campaign might persuade would-be customers to get involved, with the help of pre-launch events, previews, and loyalty programmes. This can not only create valuable loyalty, and provide feedback that can be used to refine the design of a product prior to its release.
Anticipatory design in user experience
Anticipation is rarely a one-way street. In many cases, it’s appropriate that the digital service anticipate the needs of the user. Predictive, AI-driven features like autofill and algorithmic recommendations do this well. This can be a powerful means of eliminating user friction, and retaining players who might otherwise become disengaged.
