From Motivating to Manipulative: The Use of Deceptive Design in a Game’s Free-to-Play Transition

Abstract

Over the last decade, the free-to-play (F2P) game business model has gained popularity in the games industry. We examine the role of deceptive design during a game’s transition to F2P and its impacts on players. Our analysis focuses on game mechanics and a Reddit analysis of the Overwatch (OW) series after it transitioned to an F2P model. Our study identifies nine game mechanics that use deceptive design patterns. We also identify factors contributing to a negative gameplay experience. Business model transitions in games present possibilities for problematic practices. Our findings identify the need for game developers and publishers to balance player investments and fairness of rewards. A game’s successful transition depends on maintaining fundamental components of player motivation and ensuring transparent communication. Compared to existing taxonomies in other media, games need a comprehensive classification of deceptive design. We emphasize the importance of understanding player perceptions and the impact of deceptive practices in future research.