How Gambling Hides Behind Familiar Game Mechanics — And Why It Works

There’s a category of games that has been particularly interesting to me lately. They look like simple mobile games: No symbols, no spinning reels, no casino aesthetics. But, at the same time, underneath, they contain a full-fledged gambling mechanic with multipliers and cash-out options.

One of the latest examples is Tower Rush. You build a tower floor by floor, much like the old Tower Blocks game on Nokia phones. Each new floor increases the multiplier.

You decide for yourself when to stop and cash out. But the thing that makes these games interesting is that it's much easier to advertise them. Tower rush type games get a special treatment from Google, Facebook and other ad networks, who notoriously and passionately hate the gambling aesthetic.

These games perfectly align with what advertising algorithms classify as safer content And that's why it works.