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 Casinos can make gambling away next month’s rent feel like playing a game. Mbbirdy/E+ via Getty Images

Wall Street has long been likened to a casino. Robinhood, an investment app that just filed plans for an initial public offering, makes the comparison more apt than ever.

That’s because the power of the casino is the way it makes people feel like gambling their money away is a game. Casinos are full of mood lighting, fun noises and other sensory details that reward gamblers when they place coins in slots. ANDIEZ Speech Language Pathologist Anatomy Poster

Similarly, Robinhood’s slick and easy-to-use app resembles a thrill-inducing video game rather than a sober investment tool. The color palette of red and green is associated with mood, with green having a calming effect and red increasing arousal, anger and negative emotions. Picking stocks can seem like a fun lottery of scratching off the winning ticket; celebratory confetti drops from the top of the screen for the new users’ first three investments.

But just as people can lose a lot of money gambling at the casino, the same thing can happen when you trade stocks and bonds – sometimes with disastrous consequences, such as last year when a Robinhood user died by suicide after mistakenly believing that he’d lost US$750,000.

I study how people behave inside game worlds and design classroom games. Using gamelike features to influence real-life actions can be beneficial, such as when a health app uses rewards and rankings to encourage people to move more or eat healthier food. But there’s a dark side too, and so-called gamification can lead people to forget the real-world consequences of their decisions.

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