Valentine’s Day is almost upon us, and while it’s a time for romance for many, others are finding the search for love has become more like a game, and an expensive one at that.

With the rise of dating apps like Tinder, Bumble, and Hinge, finding a match can feel like spinning a wheel of fortune—exciting but unpredictable. What if the way these apps work isn’t just about connection, but about creating an addictive cycle designed to keep you hooked and maximise profit?

Dating apps have become more than just tools for meeting new people; they’ve been gamified to keep users swiping, scrolling, and ultimately spending more time (and money) on their platforms. The psychology behind this isn’t as new as you might think—research has shown that romantic love and addiction share similar brain patterns. In fact, according to anthropologist Helen Fisher, “love addiction is just as real as any other addiction, in terms of its behaviour patterns and brain mechanisms.”

Much like gambling, dating apps tap into our brain’s reward system, offering us unpredictable, yet tantalizing rewards. This system is referred to as “variable reinforcement,” and it’s the same mechanism that keeps us coming back for more, whether it’s a jackpot or a match. As Scott Adams, the cartoonist behind Dilbert, put it, “nothing defines humans better than their willingness to do irrational things in the pursuit of phenomenally unlikely payoffs.” In the case of dating apps, those unlikely payoffs are the perfect match or a meaningful connection.

The experience of using these apps is designed to mirror the mechanics of gambling. Apps like Tinder and Bumble encourage users to swipe right or left—a simple action that offers a thrill with each swipe, as you never know when a match will pop up. Dating apps have made finding love as easy as a thumb swipe, making it feel as effortless as a single movement of your hand. This unpredictability keeps users engaged, much like the random rewards in a slot machine.

But the gamification doesn’t stop there. Premium features such as boosts, visibility enhancements, or even “roses” to express interest to a potential match offer users the chance to increase their odds of success—if they’re willing to pay. As dating apps encourage users to invest more in their profiles, they subtly exploit the desire for validation and love, making the pursuit of romance feel more like a gamble.

This cycle can be dangerously addictive. As California psychologist Alina Liu explains, “What happens in our brains on these apps is quite similar to what happens with gambling or slot machines.” The unpredictability, the emotional highs and lows, and the instant gratification are all part of the formula that keeps us coming back for more. And just like in a casino, the house—whether it’s the app developers or the companies offering paid features—always wins.

The algorithms behind these apps further fuel the addiction. Some dating apps deliberately withhold potential matches until you’re about to leave the platform, only to entice you back with the promise of an ideal connection. This tactic, similar to how slot machines keep you pulling the lever in the hopes of a big win, ensures that users remain engaged, always hoping for the next big swipe.

Ultimately, while the search for love should be about genuine connection, dating apps often turn it into a game—a game that can be as addictive as gambling. The constant cycle of swiping and chasing a “win” connects to what Fast Forward works hard to address: the risks of behaviours like gambling and the impact they can have on mental well-being.

This can especially impact young people, as they are joining these apps for the first time. At Fast Forward, resources are available for those struggling with risky behaviours—whether in dating or other areas—providing support and guidance to help individuals navigate the complexities of modern life and make healthier choices.

The next time you swipe, consider the mechanics behind the experience. Is it truly love you’re searching for, or just the thrill of the chase?