Xbox Is Experimenting with a Controversial Social Media Feature

Do you like it when software utilizes subtle forms of psychological manipulation to keep you coming back? If so, you will be thrilled to hear that Xbox is experimenting with a new streak feature that will highlight how many weeks in a row you’ve actively used your console. As spotted by journalist Stephen Totilo, Xbox Insider users have seen this functionality within the Xbox dashboard and profile menu.

Totilo shared an image of his Xbox profile showing a UI indicator with a checkmark for each day he signed on this past week and an empty circle for the days he didn’t (or that haven’t happened yet). Playing Xbox at least three days in a week starts or continues a streak. Those with a streak have a flame symbol next to this UI element, along with a number showing how many weeks in a row they’ve maintained it.

Beyond the profile menu, the streak appears more prominently in the top-left corner of the Xbox dashboard, with an indicator of how many consecutive weeks you’ve kept your streak going and how close you are to continuing it this week.

Why is Xbox adding this feature?

Streak systems are common across tech platforms because they incentivize users to keep coming back through gamification — thanks to something deep in our lizard brains, it’s satisfying to watch numbers go up (in this case, a streak indicator). Streak features have been used by Snapchat, Wordle, and many others, and while relatively innocuous when used for health apps or learning tools like Duolingo, they come across as far more manipulative in other contexts.

In recent years, tech companies like Meta have come under increasing scrutiny for designing software that enables unhealthy habits. In August, Meta settled a $17-billion lawsuit with 47 states over its use of “addictive features” on Instagram and Facebook that “knowingly exposed young users to serious mental harms.” While streaks weren’t among the specific features listed, Meta is implementing changes to its apps that will set time limits on its social media services and more.

As Xbox continues its tumultuous “reset,” which has led to over 1,600 job cuts, the company is clearly trying out new methods to keep users coming back to its platform. With console sales dropping sharply due to rising hardware costs, Microsoft needs to find ways to drive more engagement (and revenue) from existing users. Xbox recently announced another UI/profile update with Mythic Achievements, which players receive when they hit 100% achievement completion in a game. At least that can be done at your leisure and doesn't penalize users for touching grass.