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Predatory Monetisation? A Categorisation of Unfair, Misleading and Aggressive Monetisation Techniques in Digital Games from the Player Perspective

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  • Elena Petrovskaya

    (University of York)

  • David Zendle

    (University of York)

Abstract

Technological shifts within the video game industry have enabled many games to evolve into platforms for repeated expenditure, rather than a one-time purchase product. Monetising a game as a service is challenging, and there is concern that some monetisation strategies may constitute unfair or exploitative practices which are not adequately covered by existing law. We asked 1104 players of video games to describe a time when they had been exposed to transactions which were perceived to be misleading, aggressive or unfair. We found 35 separate techniques over eight domains: game dynamics designed to drive spending, product not meeting expectations, monetisation of basic quality of life, predatory advertising, in-game currency, pay to win, general presence of microtransactions and other. Notably, several of these reported practices seem to not align with existing UK consumer protection regulations. We discuss this potential misalignment, as well as the implications of identifying what players believe to be problematic monetisation techniques.

Suggested Citation

  • Elena Petrovskaya & David Zendle, 2022. "Predatory Monetisation? A Categorisation of Unfair, Misleading and Aggressive Monetisation Techniques in Digital Games from the Player Perspective," Journal of Business Ethics, Springer, vol. 181(4), pages 1065-1081, December.
    • Handle: RePEc:kap:jbuset:v:181:y:2022:i:4:d:10.1007_s10551-021-04970-6
    DOI: 10.1007/s10551-021-04970-6
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    References listed on IDEAS

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    1. Paul Delfabbro & Daniel L. King, 2020. "Gaming-gambling convergence: evaluating evidence for the ‘gateway’ hypothesis," International Gambling Studies, Taylor & Francis Journals, vol. 20(3), pages 380-392, September.
    2. Hans IJzerman & Neil A. Lewis & Andrew K. Przybylski & Netta Weinstein & Lisa DeBruine & Stuart J. Ritchie & Simine Vazire & Patrick S. Forscher & Richard D. Morey & James D. Ivory & Farid Anvari, 2020. "Use caution when applying behavioural science to policy," Nature Human Behaviour, Nature, vol. 4(11), pages 1092-1094, November.
    3. Myriam Davidovici, 2013. "Innovation in business models in the Video Game Industry: Free-to-Play or the gaming experience as a service," Post-Print hal-03652946, HAL.
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    Cited by:

    1. D. Leahy, 2022. "Rocking the Boat: Loot Boxes in Online Digital Games, the Regulatory Challenge, and the EU’s Unfair Commercial Practices Directive," Journal of Consumer Policy, Springer, vol. 45(3), pages 561-592, September.
    2. R. Hyde & P. Cartwright, 2023. "Exploring Consumer Detriment in Immersive Gaming Technologies," Journal of Consumer Policy, Springer, vol. 46(3), pages 335-361, September.

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