Variability Quote by Nir Eyal
““companies making products exhibiting “infinite variability” — experiences that maintain user interest by sustaining variability with use. For example, games played to completion offer finite variability while those played with others people have higher degrees of infinite variability because the players themselves alter the game-play throughout. World of Warcraft, the world's most popular massively multiplayer online role-playing game, still captures the attention of more than 10 million active users eight years after its first release.””
About This Quote
Source Book: “Hooked: How to Build Habit‑Forming Products”, 2014
Infinite variability keeps users engaged by constantly offering new experiences, especially when users influence outcomes.
In simple terms: Changing experiences keep people interested.
Key Takeaway
Design for ongoing novelty.
Themes
engagement
habit formation
user agency
Mood
analytical
thoughtful
Type
strategic
analytical
When to use this quote
- mobile apps
- online games
- social platforms
- marketing campaigns
Key Concepts
psychology
game design
Questions to Reflect On
- How can you balance novelty with usability?
- When does variability become noise?
A Different Perspective
Too much variability may overwhelm users and reduce satisfaction.
![“It [World of Warcraft] is a touchstone. It has established standards, it's established how you play an MMO. Every MMO that comes out, I play and look at it. And if they break any of the WoW rules, in my book that's pretty dumb.” quote by Greg Zeschuk](https://sms4smile.com/quotes/img-quotes/932/greg-zeschuk-46808_book_it-world-of-warcraft-is-a-touchstone-it_2905214.jpg)
![“Instead of asking ‘what problem should I solve?’ ask ‘what problem do I wish someone else would solve for me?’”[cxxxi]” quote by Nir Eyal](https://sms4smile.com/quotes/img-quotes/805/nir-eyal-1258_problem-solving_instead-of-asking-what-problem-should-i_78727.jpg)
