Whether it’s Snapchat streaks, Facebook photo-scrolling, or playing Cand圜rush, Schüll explained, you get drawn into “ludic loops” or repeated cycles of uncertainty, anticipation and feedback - and the rewards are just enough to keep you going. “In the online economy, revenue is a function of continuous consumer attention – which is measured in clicks and time spent.”
“Facebook, Twitter and other companies use methods similar to the gambling industry to keep users on their sites,” said Natasha Schüll, the author of Addiction by Design, which reported how slot machines and other systems are designed to lock users into a cycle of addiction.
