To understand the science as to how Variable Awards lead to Addiction, read this blog post.

In his book Hooked, the author Nir Eyal mentions how variable awards leads to addiction.

This cue is utilized by all popular social media channels e.g. Facebook, Instagram as well as slot machines in casinos.

The human brain craves for rewards and when the variability is more, the craving is more.

When used intelligently and ethically in a product, it can lead to habit forming behavior and high customer engagement.