We’ve made investing into a game, and everyone is losing

The gamification of investing apps increases user risk appetite, incentivises short-term gains and encourages making numerous, smaller trades. Young, inexperienced gamblers are most vulnerable.

Jun 15, 2026

5 min read

The gamification of investing apps like Robinhood and eToro harms vulnerable users (Image: Crikey)

For more than two decades, the tech industry has known that adding “gamified” elements to phone or desktop apps can significantly increase engagement, leading many to become successful — and addictive.

Known formally as “digital engagement practices”, these gamified elements are embedded into a broad range of apps, from those that focus on learning languages to more cerebral activities like meditating or even sleeping. Most of the time the impact on users is relatively harmless, but experts warn that the gamification of investment apps in particular is a different story.