More and more video games rely on the funding model of microtransactions. Children are under particular pressure in this context. A new study examined this issue.
Almost all children and teenagers play some form of video games. This makes gaming much more than mere entertainment. Video games become an important part of the social environment. New research shows the pressure particularly exerted on children.
On behalf of the Norwegian Ministry of Children and Family, Kamilla Knutsen Steinnes and Clara Julia Reich from Oslo Metropolitan University focused primarily on two topics:
- Manipulative game design
- The influence of video games and in-game purchases on children’s social relationships
Learn more about gaming culture here:
13 Forms of Manipulation
Video games are a widely used form of entertainment, not just among children. This makes the industry a multi-billion-dollar industry worldwide. In-game purchases are particularly lucrative, representing a significant portion of revenue.
No wonder that games are often designed to encourage as many microtransactions as possible.
In their research, Steinnes and Reich identified various types of manipulative design, which they also refer to as dark patterns.
“Manipulative design is a means that compels, pushes, or entices users to make decisions that serve the company’s interests and exploit consumer weaknesses,” explains Seinnes.
They categorize the dark patterns into four different categories:
- Visual design
- Unclear labeling
- Time-based elements
- Gambling mechanisms
Learn more about what games positively stand out for here:
How does this affect children? Of course, such manipulative designs can also be found in games that are often played by children. For their study, the Norwegian team categorized all items from the in-game stores of the games Fortnite, Robolox: Adopt Me!, and Hay Day.
In total, they identified 13 different forms of manipulative design, for example:
- Hidden costs, hidden advertising, time investments, countdown mechanisms, daily rewards, luck wheels, loot boxes, free samples
This can be particularly problematic because children and teenagers are a particularly vulnerable group that must navigate an almost unregulated market.
“Young people have fantastic technical gaming skills, but they lack consumer skills. There is also a significant difference in how much parents engage,” explains Reich. Additionally, not all parents have the necessary digital skills to be able to adequately deal with the issue, she adds.
In the study, children aged 10-15 reported spending a total of 100 to over 1,000 Norwegian kroner on in-game items per year, which corresponds to about €8.70 to €87.00.
In-Game Items as Status Symbols
But it’s not just the games themselves that can entice children to microtransactions. Social pressure plays a critical role here.
In 19 interviews, Steinnes and Reich interviewed children from different backgrounds and observed them while playing. They found that in-game items possess not only advantages in the game but also a social function.
“There is no sharp boundary between their online and offline world. These are simply different parts of the social world in which they move, and appearances, or skins, are an important expression of identity,” explains Seinnes.
Without a Skin, You Might Be Called “Poor”
One might consider in-game purchases, especially skins, as the brand clothes of today. To belong and be “cool”, one must spend money – previously primarily for physical items, now also digital.
“Children may be labeled as poor if they do not spend money on their character. Children who have spent money on their in-game character can gain increased attention and other advantages, thus ‘buying’ popularity,” says Kamilla Knutsen Steinnes.
Crucial influences are mainly friends and trends on social media.
What can be done about it? The relationship between children and microtransactions is complex. Of course, parental consent plays a decisive role here. However, in some cases, purchases also occur, which are accidentally made by children.
To counteract this, it may help to require double-clicking to actually purchase something, says Steinnes.
Additionally, the researchers note: “Regulating a global market from one country is difficult; there should be a uniform regulation for the EU.”
The fact that this is actually being pursued was demonstrated by a resolution of the European Parliament from January of last year. This contained numerous proposals on how the EU could deal with video games: EU Parliament adopts resolution against loot boxes, gaming addiction, and gold farming – gaming industry expresses “concern”
