“if I play the game and I'm level 10 and I got to be level 100 to see the next thing then I'm like well maybe I'll play again to see what was behind that door so you got to build a curiosity in the user same way for YouTube video”

Build Curiosity Loops So Players Always Chase the Next Unlock

Cole argues that if a player can see everything the product offers in the first 10 minutes, they will leave and never return. The fix is progressive disclosure — always keep the next reward just out of reach. This mechanism applies equally to games, SaaS dashboards, and content platforms.