Loss Aversion

The psychological tendency to feel losses more intensely than equivalent gains. Losing 10 coins feels worse than gaining 10 coins feels good.

In games, this means

Fail states, item degradation, permadeath, and streak-loss mechanics all trigger loss aversion. This drives engagement, players fight harder to avoid losing a streak than to gain a reward of equal value. Dark pattern: using loss aversion to pressure purchases (timers, expiring offers, 'lose your progress' warnings).