Yes, according to Duolingo's (obviously biased) CEO.
https://www.youtube.com/watch?v=st6uE-dlunY
Found this episode fairly interesting (without being particularly interested or personally invested in the space)
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I intentionally avoided gamification, streaks, subscriptions, and engagement tricks. The goal was calm learning — fewer distractions, more focus.
I’m starting to wonder if this approach is fundamentally at odds with today’s market.
For those who’ve built or used learning tools: – Does “calm” resonate, or is it too niche? – What trade-offs have you seen when avoiding gamification?
Not here to promote — genuinely looking for perspective.
https://www.youtube.com/watch?v=st6uE-dlunY
Found this episode fairly interesting (without being particularly interested or personally invested in the space)
He talks about how they wanted to let people know that they would stop sending them notifications after five days of inactivity, but that the "passive-aggressive" nature of that notification actually got people to come back. To me it illustrates that it's such a fine line to walk if you want to respect the user but also maybe push through their own lack of motivation.
(I'm not a user of Duolingo so I can't speak to where they land on that but it's clearly controversial)
The funny passive-aggressive communication style is something I personally consider Duolingo's thing. I kinda like it that they have a persona and stick with it in all of their communication.
If it was cold and to the point "you have missed today's lesson", I wouldn't come back.