In a world where online interactions like gambling and dating have become equally prevalent, Natasha Dow Schüll illuminates the ways that these technologies operate to enhance user experience. Drawing from her influential 2012 book, Addiction by Design, Schüll demonstrates that strategic mechanisms in gambling, from the architecture of casino buildings to the design of carpets, reflect human tactics for keeping players engaged. She advocates for a modular approach to technology, highlighting examples such as ATMs and gambling floors as strategic devices that shape user engagement.
Schüll also argues that game design often revolves around strategies to keep players in the game, reducing friction andcoalescing diverse players. However, this approach can lead to dissatisfaction in some, pulling users away from the experience. As she points out, the exponential growth of premium online dating services in the US—from 18% in 2019 to 15% by 2022—has made it difficult for casual users to stay engaged with traditional platforms like Tinder.
The decline in dating app usage, meanwhile, has been influenced by the COVID-19 pandemic’s shift towards social interactions, traditional geographical boundaries, and the seductive potential of premium accounts. Longer download times, more frequent updates, and the layered appeal of premium services are factors contributing to this decline. Additionally, the boredom caused by repetition has made navigation seem more enjoyable, further deterring many users.
Schüll’s perspective on hold-and-earn technology suggests that there might be alternatives that offer similarly long-term user engagement. Such apps could prioritize sustained interaction, appealing to users seeking deeper personal commitments. As the world moves away from modular banking to more immersive experiences, these hold-and-earn ideas for dating are becoming increasingly relevant.
Ultimately, Schüll and her predecessors like her in the gambling genre emphasize that the future of online interactions is shaped by human strategies, not technology’s推送, and that the creation of better experiences requires a new approach to how we perceive and consume digital space.
