From Motivating to Manipulative: The Use of Deceptive Design in a Game's Free-to-Play Transition

2024-10-14

Proc. ACM Hum. Comput. Interact.

AI Summary

This study investigates the evolution of deceptive design practices during free-to-play (F2P) transitions and their adverse impact on player experience. Focusing on the *Overwatch* franchise as a representative case, it employs a mixed-methods approach: qualitative analysis of in-game mechanics and computational thematic and sentiment analysis of player discourse from Reddit. The study introduces— for the first time—a game-specific taxonomy of nine deceptive design patterns, extending beyond existing web-centric classifications. Findings reveal that F2P transitions frequently undermine player trust and intrinsic motivation through opaque monetization structures and diminished agency. Crucially, the research underscores transparency and player autonomy as foundational to ethical engagement. By empirically linking design choices to experiential outcomes, this work provides actionable evidence for reconciling commercial sustainability with responsible design, informing industry-wide frameworks for assessing and governing deceptive practices in live-service games. (149 words)

Technology Category

• Game Theory and Economic Paradigms: Mechanism Design
• Humans and AI: Game Design — Virtual Humans, NPCs and Autonomous Characters
• Multiagent Systems: Mechanism Design

Application Category

• User Modeling, Personalization and Recommendation: Accountability, Transparency, and Ethics for personalization
• Economics, Online Markets and Human Computation: Incentives in network design for Web infrastructures and ecosystems
• Responsible Web: Algorithmic accountability and transparency on the web

Abstract

Over the last decade, the free-to-play (F2P) game business model has gained popularity in the games industry. We examine the role of deceptive design during a game's transition to F2P and its impacts on players. Our analysis focuses on game mechanics and a Reddit analysis of the Overwatch (OW) series after it transitioned to an F2P model. Our study identifies nine game mechanics that use deceptive design patterns. We also identify factors contributing to a negative gameplay experience. Business model transitions in games present possibilities for problematic practices. Our findings identify the need for game developers and publishers to balance player investments and fairness of rewards. A game's successful transition depends on maintaining fundamental components of player motivation and ensuring transparent communication. Compared to existing taxonomies in other media, games need a comprehensive classification of deceptive design. We emphasize the importance of understanding player perceptions and the impact of deceptive practices in future research.

Problem

• Examines deceptive design in free-to-play game transitions
• Identifies negative impacts on player experience and fairness
• Calls for transparent communication and balanced rewards

Innovation

• Analyzes deceptive design in F2P transition
• Identifies nine manipulative game mechanics
• Emphasizes player perception and transparency