Dark Patterns in Free to Play Mobile Gaming

Abstract

Inspired by iGaming product design, free to play mobile games were analyzed to determine the overlap or appearance of methods employed in monetization and design between the two. Mobile games were the focus due to their easily accessible nature and large, diverse user base. The research was conducted to offer a better understanding of the foundations that build mobile gaming in order to allow users to make more informed decisions and aid developers in understanding the ethical implications of such design.

Design elements of this kind were observed both in monetization systems and in more subtle behavioral mechanisms that shaped user interaction with the product. The study was carried out to examine the overlap between deliberate design choices in mobile game development and the techniques commonly used in online iGaming environments. Attention was given to progression systems, monetization structures, ad placement, reward loops and user interference manipulation.

A quantitative and descriptive content analysis was implemented to measure the extent and severity of dark pattern usage across a selection of 20 popular mobile games available in English-speaking and European markets. Dark patterns were treated as a group of design strategies that could be classified and measured through existing taxonomies previously established.

Dark patterns, especially attention coercion and monetization pressure, were observed in the majority of the games sampled. Advertisements were introduced very early on in most titles and maintained a high appearance frequency. Purchases were introduced during within 15 minutes from the start of the game in all but 4 cases.