From Love to Addiction: The Gamification of Online Dating
Swipe left, swipe right — An incessant repetition of swipes, reeling in just like a game. Gamification has become an increasingly popular design choice for dating apps, with many platforms incorporating game-like elements such as rewards, points, and badges to encourage user engagement and activity. While these features can be effective in increasing user participation, they also raise important ethical questions about the potential impact of gamification on user behavior and well-being.
Dating apps have become a ubiquitous part of modern dating culture, providing users with a seemingly endless pool of potential partners at their fingertips. However, as the competition for attention on these apps continues to increase, developers are turning to gamification as a way to keep users engaged and coming back for more. With features like swiping, matching, and messaging, dating apps have transformed the dating experience into a virtual game of sorts, complete with its own set of rules and rewards. But as with any game, there are winners and losers, and the impact of gamification on dating app users is not always clear, and tends to lean towards the negative connotation of it.
One of the key concerns with gamification in dating apps is the potential for it to encourage addictive or unhealthy behaviors in users. When users are rewarded for certain actions or behaviors, they may become more likely to engage in those behaviors even if they are not in their best interest. Dating apps rely heavily on algorithms to match users and provide personalized recommendations, and this has led to some addictive behaviors. Algorithms are designed to keep users engaged and constantly coming back to the app by using tactics like push notifications, personalized recommendations, and reminders to check in with potential matches. This can lead to users spending excessive amounts of time on the app. Algorithms used in dating apps often use data from user profiles to suggest potential matches, and this can result in perpetuating harmful racial stereotypes and biases. For example, users may be more likely to swipe left on profiles of people of certain races, based on conscious or unconscious biases they hold. Dating apps such as Hinge allow users to filter through their potential matches based on race without paying the premium for it. This customization mimics a game, where users can create a sense of uniqueness and personalization which allows them to feel ownership and investment into the app — but what would be the reward in terms of this customization? The matches.
We can look at it specifically on each dating app to know what exactly makes them unique as their own game. First up, the most famous, Tinder. By now, most dating apps have incorporated the swiping feature, and that itself creates a sense of anticipation and excitement, as users do not know who’s next on the stack so they would have to make quick decisions. This interface is gamified when users swipe right, they’re presented with a “Match!” screen with animations and sound effects. This creates a sense of reward and accomplishment for users, making them feel like they have won something. Tinder also uses a feature called “Tinder Boost” which allows users to pay to increase their visibility and get more matches. This is similar to the concept of in-game purchases in mobile games, where users can buy items or features to improve their gameplay experience.
Next up, we have Bumble, a dating app designed to let those who identify as a woman make the first move. Picture this: you’re swiping through potential matches on Bumble, when suddenly, you come across someone you’re really interested in. Your heart races as you imagine the possibility of a connection with this person. But wait — there’s a catch. As a woman, you only have 24 hours to make the first move and start a conversation with your match.This sense of urgency and challenge is a key element of gamification on Bumble. It’s like a race against the clock — can you make a meaningful connection with someone before time runs out? This gamification element may add excitement, but it also adds to the already overwhelming stress of online dating.
In the age of big data, privacy concerns have become increasingly prominent in discussions about the ethics of technology. When it comes to dating apps, the use of gamification can create an environment where users may be more willing to share personal information or connect with other users. However, this also means that more data is being collected by the app, which can create concerns about how this data is being used or shared. For example, dating apps may use personal data to create targeted ads, or they may sell user data to third-party companies for profit. This kind of data collection and sharing can leave users feeling vulnerable and exposed, especially if they are not fully aware of how their information is being used. Therefore, it’s important for developers to be transparent about their data collection and sharing practices and to prioritize user privacy and security in their gamification design choices.
Another concern on the gamification of dating apps is that they rely heavily on swiping or superficial physical attributes to match users and can perpetuate harmful gender stereotypes and promote the objectification of individuals. When users are encouraged to make quick judgments based on appearance alone, it reinforces the notion that physical appearance is the most important factor in a romantic relationship, which can lead to unrealistic expectations and perpetuate harmful societal beauty standards. Moreover, it can lead to objectification of individuals, reducing them to nothing more than a collection of physical attributes and erasing their unique personalities and qualities. This can have a damaging effect on both men and women, as they are reduced to nothing more than their physical appearance, leading to a loss of self-esteem and feelings of inadequacy. As such, it’s important for dating apps to strike a balance between visual attraction and meaningful connections based on shared interests, values, and personalities.
The consequences of gamification can also be seen through addiction, where a recent study of over 5,000 people in the UK found that dating app users spend an average of 57 minutes per day swiping and browsing profiles. The study found that users between 18 to 30 years old use dating apps for an average of 10 hours per week, with men spending slightly more time than women. Despite the time commitment, the majority of matches don’t lead to actual dates, and many users admit to being addicted to the swiping process. The study also revealed that people who spend more time on dating apps have higher levels of loneliness and anxiety, suggesting that the apps may not be as helpful for mental health as some users might think. Experts recommend setting limits on app usage and focusing on building real-life connections to combat these negative effects. Some users are now taking steps to limit their time spent on dating apps and finding other ways to meet potential partners, such as through friends or joining social groups with shared interests.
From my personal experience, I have definitely experienced and witnessed the repercussions of the gamification of online dating. Spending countless hours swiping, messaging, and setting up dates can lead to a decrease in self-esteem as rejection becomes a common occurrence. It can also result in social isolation, unhealthy attachment, burnout, and decreased productivity. I have seen the mental and emotional exhaustion that comes with constantly seeking validation from strangers instead of building real connections with people in their lives.
Face it — maybe we are addicted to the swipes, to the matches, to the chase. The ping of the notification that lures you and the moment your screen lights up in hopes of a reply, or a new match. In the end, it proves that gamification is probably one of the best tactics out there to hook users but it is a bait that only lasts for so long before it finally snaps. How far will you go to succumb to the game of swiping before realizing the toll and consumption dating apps have affected yourself? All in all, this is a reminder, a reality check even, that the addictive nature of swiping and matching on dating apps can be alluring, but it’s important to be aware of the toll it can take on our mental health. It’s crucial to treat others with respect and set healthy boundaries for ourselves. Dating apps should be used as a tool for meeting new people, rather than our sole source of social interaction and validation.
