Behavioral economics has long documented the so-called “final push effect”: closer to the end of the gaming session, users are more likely to raise bets and take higher risks. In a number of studies, growth risk appetite in the final phase averaged from 28% to 43%.
Pepper Partners analysts note, that the moment of completion can be recognized even before the last click - by physiological markers. The body reacts earlier, how does the player realize his decision to end.
Final bet effect
🔵 At the end of the session, the level of risky decisions increases by about a third
🔵 The player strives to finish the game on an emotional high
🔵 Awareness of limited time increases readiness for bolder actions
In other words, the ending is rarely “calm” - more often it is an attempt to get a bright point at the end.
Pupil tracking experiment
As part of behavioral testing, researchers analyzed the dynamics of pupil dilation as an indicator of arousal and involvement.
🔴 Participants, who knew the exact number of rounds, demonstrated pupil dilation of 11–12% by completion
🔴 In the group without information about the round limit, a gradual constriction of the pupils was observed - interest decreased
🔴 In the control group, wave-like dynamics were recorded with pronounced peaks in the middle and at the end
Key Takeaway: physiological response precedes behavioral. Biology changes first, then - actions.
What does this mean for iGaming?
🔵 Moment of release can be predicted in advance based on behavioral and physiological data
🔵 The end of the session is the point of maximum emotional concentration
🔵 It is more effective to launch retention mechanics before the expected final bet
🔵 An alternative strategy is to create a “positive ending”, creating a favorable last impression
Bottom line
A player almost never ends a session in a neutral state. The ending is an emotional peak, where the risk increases, and the body is already signaling an imminent exit.
This is an important management area for product strategy.: or prolongation of engagement, or working with the quality of the final experience - which directly affects the likelihood of the user returning.
