

Gamification Lessons from Squid Game: How to Keep People Hooked

Squid Game isn’t just a viral Netflix show it’s a case study in psychological design. Underneath the brutal visuals lies a carefully constructed game system that uses key gamification mechanics to manipulate behavior and fuel emotional investment. Understanding how these elements work helps organizations design systems that are not only engaging but sustainable and impactful.
Gamification in business, education, and digital platforms often borrows from these same psychological principles. When used ethically, they can boost user retention, deepen motivation, and make difficult tasks feel rewarding. Let’s break down what makes Squid Game so compelling and how you can apply those insights to your own organization.
Why Gamification Works Even in the Darkest Games

Gamification works because it aligns with human behavior: we crave rewards, we avoid loss, and we’re driven by purpose and recognition. Squid Game is powerful because it doesn’t just add game elements; it immerses players in a fully realized game world with consequences, progression, and emotional highs and lows.
While the stakes in real life aren’t fatal, people still face internal “survival games” every day at work, in school, and in competitive markets. Good gamification systems mirror this with safe, measurable incentives that satisfy intrinsic and extrinsic motivation. It’s not about manipulation; it’s about creating systems people want to keep engaging with.
The Game Loop: Play, Survive, Rest, Repeat

At its heart, Squid Game relies on a familiar game loop: Play → Survive → Rest → Repeat. Each game introduces tension and challenge, followed by a temporary reprieve. This creates a compelling rhythm that keeps players engaged. The suspense builds, resets, then builds again, like the pacing in mobile games or habit-building apps.
Best Practice Tip
Incorporate short- and long-term cycles in your gamification design. Give users space to recover between challenges, whether through celebratory feedback, milestone rewards, or narrative progression. The rhythm of tension and relief helps maintain long-term interest.
7 Gamification Drivers Seen in Squid Game
1. Player Identity through Gameplay

In the game, players wear identical uniforms and are referred to only by numbers, yet their personalities emerge through the choices they make. This reflects a core idea in gamification: identity is shaped by interaction. Giving users agencies how they complete tasks, which goals they prioritize fosters a deeper connection with the system.
2. Loss Aversion

People are more motivated to avoid loss than to seek gain. This is evident in Squid Game, where fear of elimination outweighs the appeal of the prize, yet it keeps players returning. In gamification, using countdowns, limited-time rewards, or progress bars nearing zero can trigger this psychological response to keep engagement high.
3. Epic Meaning & Calling

Gi-hun’s journey is not just about winning—it’s about uncovering truth and justice. This reflects Octalysis Core Drive 1: the need for meaning. In business or learning environments, users are more committed when they feel part of a larger mission. Gamification can reinforce this by aligning tasks with values, social impact, or personal growth.
4. Unpredictability & Curiosity

Every game in the series brings unexpected twists. Who’s behind the mask? What is the next challenge? Curiosity is a powerful driver that sustains attention over time. In gamified systems, mystery boxes, surprise content drops, or rotating challenges to maintain freshness and unpredictability.
5. Empowerment of Creativity

Not every game is physical with some reward ingenuity. Choosing the right umbrella shape or solving a puzzle gives players a sense of mastery. Gamification works best when users can approach problems in their own way. Offer multiple paths to success, customization options, and meaningful choices.
6. Social Pressure

Alliances, betrayals, and moral dilemmas drive the emotional core of Squid Game. Social interaction is more than engagement, it’s a mechanic. Incorporate social features like peer competition, team collaboration, or recognition systems to increase emotional stakes and accountability.
7. Status & Survival

The constant reminder of hierarchy of numbers, rewards, and risk of elimination mirrors real-world status competition. Gamified systems can ethically replicate this through ranks, levels, or exclusive content, encouraging users to strive for achievement and recognition.
The Takeaway
Squid Game captivates audiences by combining high-stakes drama with brilliant behavioral design. When we remove the bloodshed, what remains are core mechanics that can inspire better learning platforms, healthier workplaces, and more engaging customer experiences. The key is using gamification not to manipulate but to motivate, reward, and inspire.
CTA: Ready to Gamify Your Business?
Want to boost motivation, loyalty, or performance in your team or platform?
Let’s design a system your users actually want to come back to.
If you are interested in learning more about gamification and how it can benefit you or your organization
Check out our gamification services page and contact us today. We are ready to help you create a gamification experience that aligns with your needs and preferences.
The Authors

Junialdi Dwijaputra

Dias Setyanto
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