Gaming is exploding! A framework to examine the influence of predatory monetization schemes on video game addiction in online video gaming

Abstract

Purpose The purpose of this study is to determine the relationship between behavioural characteristics associated with video game addiction in conjunction with extended play time, and in-game expenditure. The study seeks to investigate whether there is a positive relationship between individuals that display behavioural symptoms of Internet Gaming Disorder and significant amounts of expenditure within their chosen video game in-game monetization models. Additionally, the study seeks to ascertain whether these video game monetization models, especially those that utilise “surprise” mechanics such as loot boxes, can be deemed predatory or gambling in nature and in need of additional regulations to be implemented to ensure higher levels of consumer protection. Design/Methodology/Approach The study utilises a quantitative approach in the data collection and analysis. Through the construction and distribution of a comprehensive electronic questionnaire, data was collected to determine the significance of the specific hypotheses outlined within the conceptual framework. The study tests the significance of fifteen hypotheses. The data collected was analysed using SPSS 28 and AMOS 28 software’s to test the validity and reliability of the proposed relationships outlined within the study. Findings The result of the study establishes a positive relationship between predatory monetization schemes and video game addiction. In the investigation of both constructs, namely predatory monetization scheme and gaming addiction, several variables were investigated with regards to the relationships they have with a specific construct, and the implications thereof. It is through the significance and acceptance of the majority of these hypothesised relationships that it can be concluded that extended engagement levels with video games that have in-game monetization models does have a positive influence on in-game expenditure. Practical Implications The results of the study suggest a strong and positive relationship between predatory monetization schemes and gaming addiction. This relationship suggests that prolonged exposure and engagement does in fact translate to excessive in-game spending. This further compound an 8 already volatile situation in that an individual suffering from video game addiction experiences a deterioration of both their physical and mental well-being and are now exposed to the added risk of financial harm. The situation becomes even more concerning when considering that a large portion of the player base is comprised of minors. Originality/Value The study established a significant and positive relationship between predatory monetization schemes found within many online video games and video game addiction. The results further suggest that prolonged engagement levels within these video games that have in-game monetization schemes increases the likelihood of spending real-world money on these predatory monetization schemes. There are limited consumer protection frameworks for video game monetization schemes. Therefore, the implementation of more stringent and socially responsible regulations concerning specific video gaming monetization schemes could offer greater consumer protection amongst players of such video games. Since not all mechanics found within video game monetization schemes can be considered as being similar to gambling, this may prove difficult for policy makers to impose gambling regulations to these products. However, in the interests of consumer protection, policy makers and social marketers do need to work on minimizing or removing predatory characteristics found within numerous video game monetization schemes, especially for the benefit of at-risk video gamers. The study outlines the risks these predatory monetization schemes pose to problem gamers and suggests that legislation and regulation at a government level within South Africa needs to be implemented to ensure higher levels of consumer protection against such unethical marketing practices