The Role of Dark Design Patterns in Online Consumer Manipulation: A Critical Study with Emphasis on Video Game Monetisation

Abstract

This thesis explores the gaming industry's manipulative practices and their contribution to its financial success. Through secondary data analysis, it unveils prevalent dark UI/UX patterns and examines Cialdini's principles of persuasion as a basis for understanding these deceptive designs. The study employs case studies, particularly focusing on "Diablo Immortal" and "Coin Master" due to their high in-game revenue generation, to demonstrate how these patterns and psychological tactics are customized for specific player demographics. The findings emphasize the industry's need to balance ethical game design with profitability, advocating for a player-focused approach that promotes fair, creative, and respectful gaming experiences