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Predatory monetisation: when free-to-play games make you pay

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Resumo:The goal of this study is to gain a deeper understanding on the user profile which is the most vulnerable to predatory monetisation practices in Free-To-Play games. Over the last decade, the gaming industry has shifted towards a Free-To-Play model, resulting to the widespread adoption of mobile gaming. Monetisation practices were implemented in Free-To-Play games to generate larger revenues at the expense of the player’s well-being. This study established hypothesis based on consumer vulnerability and business model theory to understand how players are harmed. Player Demographics and Business Models were tested for a possible moderation effect while the amount of money spent was tested for a mediation effect. The resulting harm is measured with the harm done to an individual’s well-being, be it to their financial, social or mental health. Using a mixed-method approach, 562 responses were collected from Reddit, gathering both quantitative and qualitative data. Out of those, 226 respondents claimed to feel harmed and were used a sample for the data analysis process. The quantitative data was analysed with descriptive statistics but moderation, mediation and regression analyses were also used to prove pre-set hypotheses. The qualitative data was analysed with content analysis to find patterns in the responses and to code them. Results show that the age of an individual moderates the relationship between harm and financial and social health with older respondents experiencing more negative effects. Additionally, religion and financial stability significantly predict negative effects on well-being. Game business models were found to negatively influence mental health and that this was caused more so by F2P games. A partial mediation was found as financial health showed a moderate indirect effect which confirms that higher spending correlates with negative effects on well-being. The findings of this study contribute to the field of consumer vulnerability in the gaming industry and give insights to regulators game developers wanting to minimize harm through improved policies, ethical game design, spending limits, and enhanced transparency.
Autores principais:Moreira, Gabriel
Assunto:Predatory Monetisation Business Models Mobile Games Free-to-Play Pay-to-Play Consumer Vulnerability Monetização predatória Modelos de Negócio Jogos móveis Jogos gratuitos Jogos pagos Vulnerabilidade do Consumidor Ciências Sociais::Economia e Gestão
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade do Minho
Idioma:inglês
Origem:RepositóriUM - Universidade do Minho

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