Imagine this: You’re scrolling through your social media feed, and suddenly, a notification pops up. “Congratulations! You’ve earned 500 points. Level up!” You didn’t even realize you were playing a game. Welcome to the world of bonus-driven platforms, reshaping online user engagement across Europe, including right here in Malta.

Bonus-driven platforms, or ‘points economy’ platforms, are not new. Frequent flyer miles, credit card rewards, and supermarket loyalty points have been around for decades. But the digital age has given these bonuses a facelift. Today, they’re integrated into our everyday apps, from social media to news websites, encouraging us to engage more, share more, and, ultimately, spend more time online.

Take, for instance, Malta’s own Maltapoints. This local platform rewards users with points for reading articles, commenting, and sharing content on Hot Malta. These points can then be redeemed for vouchers at popular local establishments like Taste by Zane in Sliema or Café Jules in Valletta.

Psychologists argue that bonuses tap into our innate desire for rewards and recognition. They trigger the release of dopamine, a neurotransmitter associated with pleasure and motivation. This is why we keep checking our phones, even when we know there’s no new message. We’re chasing that dopamine hit.

Bonus-driven platforms also exploit the ‘ Skinner box’ effect, named after psychologist B.F. Skinner. In his experiments, rats pressed a lever to receive food, learning to associate their actions with rewards. Similarly, we swipe right, share posts, or comment on articles, expecting a reward in return.

Europe is seeing a boom in bonus-driven platforms. In Sweden, Skylt rewards users for sharing their location data, while in the UK, LoyaltyLion helps businesses create their own points systems. Meanwhile, Malta’s own Maltapoints is leading the way locally.

But are these platforms a boon or a bane? While they encourage user engagement, they also raise concerns about data privacy and addiction. As we navigate this new scene, it’s crucial to strike a balance between rewarding engagement and responsible usage.

So, the next time you see a ‘Congratulations!’ notification, pause and think. Are you gaming the system, or is the system gaming you?