It’s a Wednesday afternoon, and Kamakshi Zeidler, a 34-year-old plastic surgeon in Los Gatos, California, is explaining how to fill up a “love tank.”
“If you do little things for your partner... you get signals your love tank is full. And if you don’t, you’ll get signals that your love tank is almost empty. It’s based on how much you love each other. Well, through the app,” she adds.
Zeidler and her husband Brendon form a satisfied, if busy, pair. Both work long hours and have little time for spontaneous romantic gestures.
The “love tank” Kamakshi describes is one feature of a “couples’ app” called Kahnoodle. A 2011 addition to the app market, couples’ apps target spouses in a demographic sweet spot—old enough to need reinvigoration in their relationships, but still young enough to be tech-savvy—and offer a counterintuitive, strangely Anthony Weiner-friendly service: an intimate social network, built for two.
But San Francisco-based Kahnoodle explores a new frontier of couples-app potential.
“It’s basically gamification of your relationships,” says Sonja Poole, a pleased Kahnoodler and 43-year-old associate professor at the University of San Francisco.
Gamification is a buzzword referring to the use of game concepts, like point rewards and badges, to engage users in non-game, or “real life,” situations. The website Lumosity gamifies intelligence training through animated exercises, and loyalty-based businesses like Belly use reward programs and badges to pull customers into affiliated restaurants. Foursquare encourages loyalty by awarding mayorships to frequent visitors of stores and restaurants.
Consumers respond very well to gamification in other sectors; businesses report increases in “engagement” by hundreds of percentage points when they gamify.
Using gamification, Kahnoodle wants to make maintaining your relationship automatic and easy—as easy as tapping a button. Its options include sending push notifications to initiate sex; “Koupons” that entitle the bearer to redeemable movie nights and kinky sex; and, of course, the love tank, which fills or empties depending on how many acts of love you’ve logged.
“Novelty works like an endorphin,” says Zuhairah Scott Washington, the company’s founder. “Couples have a desire to go out and do something new, but oftentimes they’re tired. The mobile app… incorporates a lot of research on what makes relationships successful but gamifies it to make it fun, makes it fun to do the work required to keep relationships fresh.”
Poole’s husband, Damone, has a demanding job that “keeps his attention away from the relationship.” She estimates that he checks his smartphone upwards of 50 times a day, mostly for work. She likes Kahnoodle because “it reminds him, ‘I need to do something for her,’” she says. “Any little bit helps.”
By many measures, the app should work. But the relationship between a man and his Starbucks reward history is a lot less complex than the relationship between Sonja and Damone. Right?
Psychologist Eli Finkel of Northwestern University certainly thinks so. According to Finkel, you run into a couple of problems when you gamify love. Kahnoodle’s “Kudos” service, which allows one partner to reward another for a romantic gesture, might foster an “exchange mentality,” a tit-for-tat view of interaction that can be harmful in romantic situations—exchange mentality is commonly seen in cases of date rape, for example.