Great game design isn’t just about flashy graphics—it’s rooted in psychology. iGaming studios increasingly rely on behavioral science to keep players engaged longer. From near-miss effects and variable rewards to sound design and progression loops, every element is crafted to trigger dopamine and encourage continued play. But where’s the line between entertainment and manipulation? This piece explores the core psychological tactics used in casino game design and what operators—and regulators—must consider to ensure ethical engagement.