Online gaming study highlights manipulative mechanics in digital play spaces, conducted by Australian researchers
Uncovering the Trickery: Dark Patterns in Australian Gaming Landscape
- *A staggering 95% of Australian gamers exposed to sneaky strategies
- *46% face significant financial ramifications
- Time for stricter regulations and fair play
Gaming should be a source of joy, but for many Aussies, it's turned into a money pit thanks to underhand tactics. © JÉSHOOTS/Pexels
95% of Gamers Thrown a Curveball
A groundbreaking study [Link in English] by Monash University and the Consumer Policy Research Centre (CPRC) unveils the shocking reality that 95% of Australian gamers have encountered manipulative game designs in the past year. These so-called Dark Game Patterns include hidden costs, gambling within games, freemium models, and aggressive advertising - leading to financial losses, privacy violations, and a decrease in well-being.
Alarmingly, 74% of respondents reported hidden additional costs, while 61% shared that their personal data was collected excessively. Nearly half of the respondents admitted to overspending or making unintentional purchases. "Playing a game should be a pleasurable experience. However, common design features in games lead to players feeling stressed and frustrated as they lose money and time trying to navigate manipulated games." -Quote from the introduction of the study, Consumer Policy Research Centre, CPRC*
Financial and Emotional Fallout from Deceptive Practices
According to the study, 83% of players have suffered negative experiences due to manipulative game designs. Forty-six percent reported financial harm, while 59% experienced a deterioration of their well-being. Among them, 54% reported persistent frustration while playing, and 24% felt manipulated. Design elements like hidden costs, freemium models, and data collection were flagged as troubling or harmful by the majority of players.
Dark Patterns: The Manipulators in Our Screens
Dark Patterns are manipulative design elements found in apps, games, and websites that nudge users into taking unfavorable actions for profit or data collection, often at the expense of user-friendliness and fairness. Examples of Dark Patterns include:
- Hidden Costs: Fees that appear late in the purchasing process.
- Misleading Buttons: Buttons meant to entice users into making purchases or sign-ups.
- Hard-to-find Cancellation Options: Intentionally complicated ways to end a subscription.
- Forced Registrations: Games or apps that demand personal information before usage.
- False Urgency: Artificial scarcity created by countdown timers.
Moreover, 28% of gamers lost faith in developers or platforms within the last twelve months. Nevertheless, 42% of those affected did not complain or request a refund, often due to uncertainty or a perceived lack of success.
Call for Tougher Regulations
In response to widespread concerns, the study proposes several measures to better shield consumers. These include legal action against unfair practices, stronger data protection regulations, and protection for children from manipulative game designs. The study advocates for clear disclosure of real-money pricing, disclosure of loot box win probabilities, and an easy complaint submission system for developers.
Game developers should provide clearer indications of in-game purchases and loot box win probabilities. A digital ombudsman could serve as a central hub for complaints in the digital sector, bolstering consumer power. Furthermore, linking state funding to the avoidance of manipulative designs is planned. In 2024, Australia introduced a new age rating for games with loot boxes, aiming to protect children from such content.
[1] Tracking the Dark: Deceptive Design Patterns in the Consumer Journey [Source][2] Dark Patterns and Player Psychology [Source][3] Dark Patterns in Online Commerce: An Exploratory Study [Source][4] Gamers' Psychological Responses to Dark Patterns in Mobile Games [Source][5] Regulating Dark Patterns: A UX Perspective [Source]
- What clear indications of in-game purchases and loot box win probabilities could help gamers avoid financial losses?
- How can stronger data protection regulations protect the privacy of gamers from manipulative game designs?
- Why might some gamers feel manipulated by design elements like hidden costs or forced registrations, and what can be done about it?
