In an episode of the Joe Rogan podcast, a guest named Michael Easter discussed an incredible three-part system proven to drive addictive behavior.

Casinos, big brands, and high-growth tech companies have spent millions developing this system. They use it in their products to influence behavior and generate billions.

In this post, I’ll explain what the system is and provide examples of it in use.

The 3-Part System Proven to Drive Addictive Behavior

In order to create predictable, consistent and high levels of user engagment, your digital product should have at least one, or ideally all three of these:

1. Opportunity

There must be an opportunity. By engaging in the behavior, the user must have the chance to get something of value.

In the case of a casino slot machine, I have the opportunity to win money. I have a reason to play the game. An opportunity.

2. Unpredictable Rewards

There must be unpredictable rewards. By engaging in the behavior, the user receives unpredictable rewards. You get something of value, but you don’t know when or how much.

When playing a casino slot machine, I don’t know when I’m going to win money. I also don’t know how little or how much I’m going to win. This encourages me to keep going! Unpredictable rewards.

3. Quick Repeatability

The user can repeat the behavior quickly.

In the case of casino slot machines, the average user can play 16 games a minute. A quick and easily repeatable behavior. To play another game, I simply tap the button. Quick repeatability.

Real-World Digital Products Using This System

Let’s dive into some digital products that use this system to their advantage.

Tinder

There’s a reason why Tinder is huge. Using Tinder gives me the opportunity to meet someone special. I repeatedly swipe, knowing I have a random chance to match with someone. Or not. A great example of opportunity, unpredictable reward and repeat.

Instagram

Posting pictures to Instagram gives me the opportunity to get ‘likes’. I post a picture of my dog. Who knows how many likes I’m going to get? I could go viral! Or crickets. Well hey, I can always post another pic. Social media thrives on opportunity, unpredictable reward and repeating the process.

TikTok

Ever seen someone using TikTok? It is like a social media slot machine. People repeatedly swipe on the screen to receive a new, random video. It could be an awesome, life-changing video! Or something lame. Let’s keep swiping shall we! Opportunity. Unpredictable reward. Repeat.

How Are You Going to Use the System?

I think you’ll agree this system is pretty nuts. It’s also quite simple. We’ve all heard of gamification, but no one has ever really explained what it is or how it works. Until now.

Think about how you can use parts or all of this system in your existing digital products or how you’re going to incorporate it into a new product. I know I will.

Remember: Opportunity. Unpredictable reward. Repeat for the win!