The player motivation debate – amplification versus gamification

In recent years, we have noticed a trend in the igaming industry. The term ‘gamification’ has been all over the news. People are announcing the most sophisticated-sounding features, but the question that remains after all that is: is this really what drives value to players and operators?

The psychological component behind it is worth analysing. Some applications of gamification aim to alter player behaviour by encouraging them to do things they might have never done before. You see terms flying around such as ‘behavioural engineering’, which makes you wonder, is igaming truly able to alter the human decision-making process? Do we really believe we hold the keys to this?

The research on this topic paints an interesting picture. While gamification has repeatedly shown it can influence behaviour, researchers have also found that the outcomes are highly contextual. Simply adding rewards, badges, missions or progression systems does not automatically create sustainable engagement. In fact, decades of motivational psychology suggest that external incentives can sometimes have the opposite effect and reduce a person’s intrinsic motivation when they feel controlled rather than empowered.

This brings us to another school of thought: ‘amplification’.

When you look at a player from a holistic point of view, you are looking at a human being who makes decisions based on personal preferences. Those preferences have developed over years through experiences, emotions and interests. They heavily influence a player’s choices.

If someone wants to play an Egypt-themed game they love and you incentivise them to play a fishing game instead, will this really create a better outcome for the platform, the player and the operator?

Amplification is rooted in the player’s choice. It is the belief that players generally know what they like and what they do not like. Whenever a player makes a choice, the objective is not to distract them from that choice but to amplify it without interrupting the consumption of their preferred experience.

Interestingly, one of the most influential theories in motivational psychology supports this perspective. Self-Determination Theory (SDT), developed by Edward Deci and Richard Ryan, argues that autonomy is one of the fundamental drivers of human motivation. Their research suggests that people become more engaged when they feel they are acting according to their own interests and preferences rather than responding to external pressures or controls.

This distinction may sound subtle, but psychologically it is significant.

Where does motivation originate?

Perhaps the difference between gamification and amplification is not about engagement at all. Perhaps it is about where we believe motivation originates.

Gamification often starts with the assumption the system can create motivation. Amplification starts with the assumption that motivation already exists and that the role of the platform is to recognise it, support it and strengthen it.

The commercial implications are equally interesting. If a player is continuously encouraged to explore experiences they never actively sought, the platform may generate short-term engagement but risk weakening long-term satisfaction. Amplification takes a different approach. By helping players discover more of what they already value, operators may create deeper loyalty, stronger retention and more authentic engagement over time.

This is where the studies of behavioural engineering becomes particularly interesting. Modern platforms are becoming increasingly sophisticated in their ability to influence behaviour, yet human preferences remain remarkably resilient. Most people already know the genres they enjoy, the experiences they seek and the types of content that resonate with them. These preferences have often been shaped over years or even decades.

Can an ‘off-motivation’ mission system, leaderboard or reward mechanic truly override these preferences? Or does it merely create a temporary detour?

Motivational research gives us reason to question whether the effect is always durable. One of Deci’s most cited findings showed that when people received external rewards for activities they already enjoyed, their intrinsic interest in those activities could actually decline over time. This became one of the foundational discoveries in motivation science and continues to challenge the assumption that more incentives always create stronger loyalty.

Interestingly, some of the world’s most successful digital platforms are built on amplification rather than behavioural redirection. Recommendation engines on Netflix, Spotify and YouTube do not derive their success from convincing users to consume content they never wanted. Their success comes from helping users discover more of what they are already predisposed to enjoy. Many igaming operators appear to be moving in this direction through personalisation, segmentation and tailored promotional mechanics.

Gamification’s place in igaming

But this does not mean gamification has no place in igaming? Far from it.

Gamification can be extremely effective when it reinforces what players already value. Progress indicators, achievements, personalised challenges and recognition systems can all enrich an experience when they are aligned with existing player interests. The problem emerges when these mechanics become an attempt to redirect attention away from what players naturally want and towards what the system wants.

Perhaps this is where the industry should focus its attention. Instead of asking, “How do we get players to do something different?”, perhaps the better question is, “How do we help players get more out of what they already enjoy?”

As an industry, are we trying to teach players what they should enjoy or are we becoming better at understanding what they already enjoy and amplifying it? And if the strongest form of engagement comes from supporting player autonomy rather than redirecting it, should the future of igaming be built on gamification or amplification?

Benjamin Bradtke is co-founder of ThrillTech.io, a leading provider of jackpot solutions for the igaming industry. An entrepreneur and investor, he has built and scaled multiple ventures across igaming, esports and technology, combining expertise in product innovation, growth and commercial strategy.