Abstract

The rise of online dating platforms has transformed the way individuals approach romantic relationships, with many users increasingly engaging in these platforms as a form of entertainment in addition to finding meaningful connections. Central to this shift is the growing phenomenon of gamification, the incorporation of game-like elements, into non-game contexts. This article proposes to explore the gamification of online dating, examining how these game mechanics shape user behaviours, influence romantic choices, and impact relationship outcomes. By analysing the ways in which dating platforms integrate game-inspired features, this study will also assess the implications of gamified experiences for the nature of dating in the digital age.Online dating platforms have revolutionised traditional dating practices, offering a more efficient and accessible way to meet potential partners. Over the past decade, however, a significant trend has emerged: the gamification of dating experiences. In the context of online dating, elements such as swiping, rankings, badges, and instant feedback have become common features that encourage user interaction. This article seeks to investigate the relationship between these gamified elements and the broader implications for identity construction, decision-making, and romantic engagement in online dating environments. Furthermore, this work aims to highlight potential implications of future gamified elements, such as the inclusion of immersive technology. The concept of gamification has gained significant academic attention across various fields, including education, marketing, and health. In the realm of online dating, previous research has explored the impact of swiping behaviour on attraction and decision-making, but there is a lack of comprehensive studies examining the gamified aspects of dating platforms. This article will draw on literature from social psychology, game studies, and digital culture to contextualise how gamification functions in online dating, and its implications on future romantic behaviour.This article will adopt a qualitative approach, utilising original research data to explore user experiences with gamification. These qualitative insights will help illuminate how users perceive gamified features, how these elements influence their dating behaviour, and whether they believe gamification enhances or detracts from the dating experience. The article will discuss the implications of gamification on the dating experience, exploring both the positive and negative consequences. On one hand, gamified features may enhance user engagement and create a sense of excitement. On the other hand, gamification may encourage superficial interactions, reduce the perceived authenticity of online connections, and foster a "game-like" mindset where users approach relationships with a transactional, competitive, or fleeting attitudes.The gamification of online dating is a complex and rapidly evolving phenomenon that has profound implications for how people approach relationships in the digital age. By examining how gamified elements impact user behaviour, romantic expectations, and identity construction, this article will contribute to a deeper understanding of the intersection between digital technology, romance, and play. The findings will be relevant to academics of digital culture, psychology, and social interaction, as well as to designers and marketers seeking to understand the effects of gamification on user engagement and experience.

Publication Date

2025-12-26

Publication Title

Digitcult. Scientific Journal on Digital Cultures

Volume

10

Issue

2

ISSN

2531-5994

Acceptance Date

2025-01-01

Deposit Date

2026-01-07

Keywords

Gamification, online dating, ultra realism

First Page

131

Last Page

154

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