Nudge Podcast Episode Summary: "Three Tricks Super Mario Uses to Keep Gamers Hooked"

Podcast Information:

• Title: Nudge
• Host: Phil Agnew
• Description: Nudge is the UK's #1 marketing podcast, breaking down the hidden psychology behind what we do and why we do it. No BS, just smart, science-backed insights that actually work.
• Episode: Three Tricks Super Mario Uses to Keep Gamers Hooked
• Release Date: July 14, 2025

Introduction to Super Mario Bros. and Behavioral Science

In this engaging episode of Nudge, host Phil Agnew delves into the iconic success of Super Mario Bros., a game that has sold over 40 million copies since its 1985 launch. Despite its simplicity—a mere 40 kilobytes in size—the game remains a timeless classic, thanks largely to its brilliant use of behavioral science principles. Phil is joined by Ramli John, founder of Delight Path and author of Product Led Onboarding and Eureka, to unpack the psychological strategies that make Super Mario Bros. so addictive.

Guest Introduction

• Ramli John: Founder of Delight Path, a consultancy focused on improving onboarding for B2B companies. He's a best-selling author known for Product Led Onboarding and his upcoming book, Eureka.

Trick 1: The Goal Gradient Effect

One of the fundamental strategies employed in Super Mario Bros. is the Goal Gradient Effect, which posits that individuals increase their effort as they perceive they are closer to a goal.

• Example in Mario:
  "Within five seconds of starting the game, I feel accomplishment. I've killed my first enemy, I've started collecting coins, and I've even improved my character." (04:05)

• Supporting Research:
  Ramli references a 2017 study where marathon runners showed a 51.4% increase in the likelihood of finishing shortly before the three-hour mark compared to just after, highlighting how proximity to a goal boosts motivation.

• Application in Business:
  A study cited by Ayelet Fischbach in Get It Done demonstrated that customers with a head start on reward cards completed their purchases 20% faster than those without. This mirrors how Mario keeps players engaged by consistently presenting attainable goals.

Trick 2: Teaching Through Doing (Mirror Neurons Activation)

Super Mario Bros. excels in active learning, allowing players to master game mechanics through direct interaction rather than explicit instructions.

• Gameplay Mechanics:
  "There is no on-screen instructions, no pointers, no walkthroughs. In Mario, you can only learn through playing." (07:20)

• Psychological Basis:
  This approach leverages mirror neurons, which activate when observing or performing an action, enhancing the learning process.

• Business Analogies:
  Companies like Freshdesk and Wave Apps implement similar strategies by guiding users to engage directly with their products, fostering a hands-on learning experience that builds confidence and proficiency.

Trick 3: Limiting Choices (Hick's and Miller's Laws)

Super Mario Bros. strategically limits the number of choices presented to players, preventing decision paralysis and cognitive overload.

• Hick's Law:
  "The more choices there are, the longer it takes to make a decision, and the more likely people are to leave." (12:33)

• Miller's Law:
  "You can only process seven pieces of information at once. Beyond that, we start to forget things." (15:18)

• Implementation in Mario:
  The game introduces new elements gradually, ensuring that players are not overwhelmed. For instance, initially presenting only one enemy (a Goomba) and a few coins keeps the interface simple and the player focused.

• Real-World Applications:

  • Tumblr: Utilizes HubSpot's platform to streamline email campaigns, reducing the decision-making process for marketers.
  • Canva: Asks users to identify their role (e.g., teacher, small business) to present tailored templates, effectively managing choice overload.

The Missing Trick: The IKEA Effect

While Super Mario Bros. employs several psychological principles adeptly, it notably does not incorporate the IKEA Effect, which suggests that individuals place higher value on things they have partially created themselves.

• Explanation:
  "There has been studies that shown that people who build something feel more emotional connection than buying something that's already pre-assembled." (16:25)

• Contrast with Other Games:
  Modern Nintendo titles like Zelda and Super Mario Kart incorporate customization, allowing players to personalize their experience, thereby enhancing emotional investment.

• Business Example:
  Wave Apps personalizes invoice templates by integrating users' brand colors and logos, fostering a sense of ownership and attachment to the product.

Conclusion: Enduring Appeal Through Psychology

Phil and Ramli conclude that the enduring popularity of Super Mario Bros. is a testament to the game’s sophisticated application of behavioral science. By effectively leveraging the Goal Gradient Effect, Teaching Through Doing, and Limiting Choices, the game keeps players engaged and motivated. Even decades after its release, Mario continues to captivate millions, demonstrating the power of well-applied psychological principles in both gaming and business contexts.

• Phil’s Personal Reflection:
  "It's interesting that a game this old, you know, 40 years old now and with a memory the size of a high resolution image can still be this addictive." (19:00)

• Call to Action:
  Phil encourages listeners to explore Ramli's work and apply these behavioral insights to their own businesses to enhance customer engagement and retention.

Notable Quotes:

• "If you don't move, you will die within 10 seconds of starting the game." – Phil Agnew (12:33)
• "The more choices there are on the screen, the longer it takes for somebody to make a decision." – Ramli John (13:01)
• "We are always more motivated to act if a goal seems close." – Phil Agnew (04:40)

Additional Resources:

• Ramli John's Website and Book: Links provided in the show notes.
• Nudge Weekly Newsletter: Subscribe at nudgepodcast.com for weekly behavioral science tips.
• Upcoming Guest: Philip Graves from Consumerology will join future episodes.

This episode of Nudge offers a compelling analysis of how Super Mario Bros. masterfully uses psychological principles to engage and retain players. Whether you're a marketer, entrepreneur, or gamer, the insights shared by Phil Agnew and Ramli John provide valuable lessons on leveraging behavioral science to achieve lasting success.