Oddbean

Why Everything is Becoming a Game https://www.gurwinder.blog/p/why-everything-is-becoming-a-game For years, some of the world’s sharpest minds have been quietly turning your life into a series of games. Not merely to amuse you, but because they realized that the easiest way to make you do what they want is to make it fun. To escape their control, you must understand the creeping phenomenon of gamification, and how it makes you act against your own interests. This is a story that encompasses a couple who replaced their real baby with a fake one, a statistician whose obsessions cost the US the Vietnam War, the apparent absence of extraterrestrial life, and the biggest FBI investigation of the 20th century. But it begins with a mild-mannered psychologist who studied pigeons at Harvard in the Thirties. B. F. Skinner believed environment determines behavior, and a person could therefore be controlled simply by controlling their environment. He began testing this theory, known as behaviorism, on pigeons. For his experiments, he developed the “Skinner box”, a birdcage with a food dispenser controlled by a button. Skinner’s goal was to make the pigeons peck the button as many times as possible. From his experiments, he made three discoveries. First, the pigeons pecked most when doing so yielded immediate, rather than delayed, rewards. Second, the pigeons pecked most when it rewarded them randomly, rather than every time. Skinner’s third discovery occurred when he noticed the pigeons continued to peck the button long after the food dispenser was empty, provided they could hear it click. He realized the pigeons had become conditioned to associate the click with the food, and now valued the click as a reward in itself. This led him to propose two kinds of reward: primary and conditioned reinforcers. A primary reinforcer is something we’re born to desire. A conditioned reinforcer is something we learn to desire, due to its association with a primary reinforcer. Skinner found that conditioned reinforcers were generally more effective in shaping behavior, because while our biological need for the primary reinforcer is easily satiable, our abstract desire for the conditioned reinforcer isn’t. The pigeons would stop seeking food once their bellies were full, but they’d take far longer to get tired of hearing the food dispenser click. Skinner’s three key insights — immediate rewards work better than delayed, unpredictable rewards work better than fixed, and conditioned rewards work better than primary — were found to also apply to humans, and in the 20th Century would be used by businesses to shape consumer behavior. From Frequent Flyer loyalty points to mystery toys in McDonalds Happy Meals, purchases were turned into games, spurring consumers to purchase more. Some people began to consider whether games could be used to make people do other things. In the Seventies, the American management consultant Charles Coonradt wondered why people work harder at games they pay to play than at work they’re paid to do. Like Skinner, Coonradt saw that a defining feature of compelling games was immediate rewards. Most of the feedback loops in employment — from salary payments to annual performance appraisals — were torturously long. So Coonradt proposed shortening them by introducing daily targets, points systems, and leaderboards. These conditioned reinforcers would transform work from a series of monthly slogs into daily status games, in which employees competed to fulfil the company’s goals. In the 21st century, advances in technology made it easy to add game mechanics to almost any activity, and a new term — “gamification” — became a buzzword in Silicon Valley. By 2008, business consultants were giving presentations about leveraging fun to shape behavior, while futurists gave TED Talks speculating on the social implications of a gamified world. Underpinning every speech was a single, momentous question: if gamification could make people buy more stuff and work more hours, what else could it be used to make people do? The tone was generally utopian, because back then gamification seemed to be mostly a force for good. In 2007, for instance, the online word quiz FreeRice gamified famine relief: for every correct answer, 10 grains of rice were given to the UN World Food Programme. Within six months it had already given away over 20 billion grains of rice. Meanwhile, the SaaS company, Opower, had gamified going green. It turned eco-friendliness into a contest, showing each person how much energy they were using compared with their neighbors, and displaying a leaderboard of the top 10 least wasteful. The app has since saved over $3 billion worth of energy. And then there was Foldit, a game developed by University of Washington biochemists who’d struggled for 15 years to discern the structure of an Aids virus protein. They reasoned that, if they turned the search into a game, someone might do what they couldn’t. It took gamers just 10 days. Even established corporations saw gamification’s potential. In 2008, Volkswagen debuted a campaign called “The Fun Theory”, based on the idea that “fun is the easiest way to change people’s behavior for the better”. Piano stairs were installed at a Stockholm rail station to encourage people to use them instead of the escalator, leading to a 66% increase in stair use. Volkswagen also tried to gamify gamification itself, creating a contest for good game ideas. The winning idea was a “speedcam lottery”, where people who kept to the speed limit would be entered into a prize draw, funded by speeding fines. It all seemed so simple: if we could only create the right games, we could make humanity fitter, greener, kinder, smarter. We could repopulate forests and even cure cancers simply by making it fun. Unfortunately, that didn’t happen. Instead, gamification took a less wholesome route. We humans are harder to manipulate than pigeons, but we can be manipulated in many more ways, because we have a wider spectrum of needs. Pigeons don’t care much about respect, but for us it’s a primary reinforcer, to such an extent that we can be made to desire arbitrary sounds that become associated with it, like praise and applause. Respect is so important to humans that it’s a key reason we evolved to play games. Will Storr, in his book The Status Game, charted the rise of game-playing in different cultures, and found that games have historically functioned to organize societies into hierarchies of competence, with score acting as a conditioned reinforcer of status. In other words, all games descend from status games. The association between score and status has grown so strong in our minds that, like pigeons pecking the button long after the food dispenser has stopped dispensing, we’ll chase scores long after everyone else has stopped watching. And so, when Facebook added “likes” in 2009, they quickly became a proxy for status, and a score to compete for. People now had a social stake in posting content. Hitting “send” became like activating a slot machine, initiating an excitingly uncertain outcome; the post might go completely unnoticed, or it might hit the jackpot and go viral, awarding the coveted prizes of respect and fame. Other social media platforms followed, leveraging Skinner’s three laws to maximize button-pecking. They offered immediate reinforcement in the form of instant responses, conditioned reinforcement in the form of “likes” and “followers”, and unpredictable reinforcement that varied with each post and each refresh of the page. These features turned social media into the world’s most addictive status game. And thus, just as pigeons were made to chase clicks, so eventually were we. But this was just the beginning. Many in the managerial class saw the success of social media and wondered how they could use gamification for their own ends. The Chinese Communist Party was among the first to apply the principles of social media to the real world. In several towns and cities, it began trialing social credit schemes that assign citizens a level of “clout” based on how well they behave. In some areas, such as Rongcheng and Hangzhou, there are public signs that display leaderboards of the highest scoring citizens. The lowest scoring citizens may be punished with credit blacklists or throttled internet speeds. Meanwhile, in the West, gamification is used to make people obey corporations. Employers like Amazon and Disneyland use electronic tracking to keep score of employees’ work rates, often displaying them for all to see. Those who place high on the leaderboards can win prizes like virtual pets; those who fall below the minimum rate may be financially penalized. Game features are even more pervasive in the digital world. In little over a year, the Chinese shopping app Temu has exploded in popularity thanks to its “play to pay” model: as users browse deals they’re presented with puzzles to solve, roulette wheels to spin, and challenges to complete, which reward them with credit and special offers. Unsurprisingly, users are now spending double the amount of time on Temu than on Amazon. Gamification has also transformed dating apps. Zoosk works like a typical role-playing game, where you gradually accumulate “experience points”, which unlock new abilities, such as animated virtual gifts to send to prospective dates. Meanwhile, on Tinder you can purchase various “level-ups” — Boosts, Super Likes, and Rewinds — that increase your chances of winning and compel you to keep playing to get your money’s worth. And if you have no luck on dating apps, there are always AI girlfriends to play with: apps like iGirl and Replika award users points for their commitment, which can be used to “level up” their virtual lovers into a version that is more intimate. These are only a few examples. Virtually every kind of app, from audiobook apps to taxicab apps to stock trading apps, now employs game mechanics like points, badges, levels, streaks, progress bars, and leaderboards. Their ubiquity attests to their success in hooking people. Gamification once promised to create a better society, but it’s now used mainly to addict people to apps. The gamifiers, like Skinner’s pigeons, prioritized immediate rewards over delayed ones, so they gamified for the next financial quarter and not for the future of civilization. So where does this all lead? What is the endgame?