If you regularly play mobile games, you must be aware of this situation. You’re playing and you say to yourself “one more level”, “ten more minutes”. And that then turns into 3 more levels and 30 more minutes. You are definitely not alone. Mobile games have become one of the most addictive forms of entertainment in the world. 

2.8 billion people play mobile games, as of 2024. But what about them makes them so addictive? Let’s look into it. 

Dopamine and the brain’s reward system

Mobile games are designed to play with your psychology. They trigger your brain’s dopamine system which plays a huge role in reward-seeking behavior. When you win a milestone or a level, your brain releases dopamine which is a feel-good chemical often associated with food, sex and other rewards.

Research shows that the unpredictability of rewards (for example with spinning games or random chests) creates even more dopamine release then what we can expect with predictable rewards. This is the exact same principle behind slot machines. One study in Nature Human Behaviour actually found that these intermittent rewards were 2.5 times more likely to create compulsive engagement.

The sunk cost trap of microtransactions

A huge percentage of mobile games are free to download and make money through in-app purchases. When players invest time and/or money in a game, they feel the need to keep playing which creates a sunk cost mindset.

For a lot of players, small purchases don’t feel like much at first. But they do add up. These systems are built by game designers to encourage progression with small but frequent payments. To give you an idea, mobile games generated 108 billion dollars last year globally. This is nearly half of the entire gaming market.

Game design tricks 

If you’re still here reading, I’m sure you would like to know about how the game developers do it. They have many tricks to get players to spend more money. Here are some of the intentional techniques that are based on psychological principles. 

• Energy regeneration systems that make you come back later.
• Daily rewards encourage players to login everyday. 
• Variable rewards like spins and chests mimic gambling.

Social triggers and competition

A lot of mobile games also encourage competition and social comparison with things like raids, friend challenges and leaderboards. By doing this, game developers add a layer of emotional investment. You are playing with and against real people. 

Multiplayer games like Clash of Clans and Monopoly Go capitalize on this by creating a sense of rivalry and community. Social comparison actually activates similar brain regions as monetary rewards, so it is proven to be another addictive component to mobile games. 

The social aspect of games can also be linked to FOMO, or the fear of missing out. A lot of games use social quests and time-limited events to create a sense of urgency. If you don’t play today, you might miss out on rewards. 

Accessibility & Instant Gratification

Unlike console games that require setup, mobile games are always in your pocket—ready for a 30-second burst of dopamine. They’re ideal for filling micro-moments (waiting in line, commuting, etc.), and they load almost instantly.

This low barrier to entry fuels habitual use. In fact, many people don’t even realize how often they’re playing.