Addictive UX: Heuristic Evidence from Online Gambling UX and the Need for Ethical Guidelines

With the rise of online gambling platforms, concerns have emerged regarding the intensive use of UX Design strategies that foster compulsive engagement. This article critically examines how these platforms apply usability, playability, and behavioral persuasion heuristics to keep users active, often by exploiting cognitive vulnerabilities. Through an adapted heuristic evaluation, five platforms were assessed for the presence of patterns such as sensory reinforcement, variable rewards, artificial scarcity, and the absence of protective barriers. The results indicate a standardization of UX practices oriented toward user retention, raising significant ethical concerns. As a contribution, the article proposes the beginning of a broader discussion on the need for more ethical and conscious design practices in high-risk digital environments.