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The Battle Pass: a Mixed-Methods Investigation into a Growing Type of Video Game Monetisation
Preprints and early-stage research may not have been peer reviewed yet.
Abstract
As the profit model in the video game industry shifts from upfront payment to continuous exposure to in-game microtransactions, new forms of monetisation are on the rise. One such example is battle passes: time-limited content which provides players with an opportunity to access rewards not available within the main body of the game. However, there has been minimal scrutiny of the battle pass and its effects on players to date. In this paper, we apply a mixed-methods approach to conduct an in-depth examination of the Battle Pass feature in Dota 2. We consider 1) quantitatively, the prevalence of the Battle Pass within the Dota 2 player community, and 2) qualitatively, player attitudes towards this feature. Quantitative findings show that, despite the rising profitability of the Battle Pass, its presence has little to no effect on player uptake in Dota 2. Qualitative findings indicate complex player attitudes in which positive views on the Battle Pass contrast with concerns over elitism and difficulty in achieving rewards without spending money.
... Research into the psychological impact of the battle pass mechanism has primarily focused on the prevalence of battle passes in games and on player perceptions of the battle pass. A mixed methods study by Petrovskaya and Zendle (2020) found that the inclusion of a battle pass mechanism in the game Dota 2 did not significantly impact player engagement but that player spending on battle passes steadily increased. It is suggested that spending on battle passes has increased due to the ability to 'level up' the battle pass using experience points (XPs) or by purchasing levels. ...
... Consequently, player engagement with the game may not be impacted by the battle pass, but spending on battle passes may have increased due to the ability to unlock levels quickly and easily through purchasing, rather than players actively earning XPs to gain rewards. This was further discussed in Petrovskaya and Zendle's (2020) research, which also addressed Dota 2 player perceptions of the battle pass. It was found that attitudes towards battle passes were mainly negative, with discussion centring around the spend-grind trade off and elitism. ...
... To establish and develop theory surrounding micro-transaction use, research has assessed motivations for micro-transaction use. Typically, with a focus on loot boxes Zendle et al., 2019) or more recently, with battle passes (Petrovskaya & Zendle, 2020). Gibson et al.'s (2023) study reported motivations for the use of multiple forms of micro-transactions, including those that are expiration based (i.e., extra lives or time), loot boxes, single purchase (i.e., skins or cosmetic items), battle passes, and in-game currency. ...
Emerging research has highlighted potential associations between micro-transaction use and problematic videogame and gambling behaviour. An increasingly prominent theory highlights that self-determined motivations and basic psychological needs may play crucial roles in the development of problematic videogame and gambling behaviour. However, literature discussing the role that micro-transaction use has in this relationship is scarce. The present study examined the role of micro-transactions in the relationship between self-determined motivations for gaming and gambling and problematic behaviour (internet gaming disorder and problem gambling severity). A sample of 370 participants (74.1% male, Mage = 28.24 years, SD = 7.88) answered questions related to their gaming and gambling motivations, basic psychological needs, micro-transaction use (i.e., type of micro-transaction, expenditure, and frequency of use), internet gaming disorder, and problem gambling. The present study used structural equation modelling methods to test relationships between these variables. The results indicated positive associations between extrinsic gaming and gambling motivations and frequency of micro-transaction use. Frequency of micro-transaction use (i) partially mediated the relationship between extrinsic gambling motivations and problem gambling severity, and (ii) fully mediated the relationship between externally regulated gaming motivations and problem gambling severity. Expenditure on micro-transactions and basic psychological needs were not found to be significant variables in the present study. Potential explanations for the findings, including a lack of self-esteem and a need to boost ego, social pressure, and rapid reward processes, are discussed. The implications and applications of the research are also discussed, focusing on limit setting and policy development focusing on frequency of micro-transaction use.
... Other recent qualitative studies surrounding micro-transactions have focused on singular forms of micro-transaction other than loot boxes. Petrovskaya and Zendle (2020) carried out thematic analysis on content from a Dota 2 forum, focusing specifically on battle pass micro-transactions. The analysis of the content mainly explored perceptions and attitudes towards the battle pass micro-transaction. ...
... The present study addresses the gap in research in multiple ways. First, as the few qualitative studies that have been conducted concerning micro-transactions have only utilised one type of analysis (i.e., thematic analysis) (Alha et al., 2018;Nicklin et al., 2021;Petrovskaya & Zendle, 2020;Puiras et al., 2022), it is crucial that individual videogame player experiences are considered, including how those who use micro-transactions make sense of and understand their engagement in relation to their both videogames and wider gaming and gambling context. Second, convergences and divergences in these experiences across a group of micro-transaction users should be considered. ...
... Fourth, the present study examines multiple types of microtransaction. Previous qualitative literature has focused either solely on loot boxes Puiras et al., 2022) or battle passes (Petrovskaya & Zendle, 2020). Other qualitative literature has focused on general 'virtual items' (Cleghorn & Griffiths, 2015) or unspecified F2P micro-transactions (Alha et al., 2018). ...
Background
Videogame monetisation methods have become a billion-dollar industry. Concerns surrounding micro-transaction use and potential negative psychological impact have become prevalent in recent years. For example, there is a suggested association between loot box buying and problem gambling, although this does not capture the nuanced experiences of players with a broad range of micro-transactions.
Aim
The present study aimed to identify convergences and divergences in videogame player experiences with micro-transactions, using interpretative phenomenological analysis.
Method
Eleven participants took part in online semi-structured interviews. Interviews focused on participants’ feelings, beliefs and motivations surrounding micro-transaction use.
Results
Six super-ordinate themes were identified: (i) self-control vs. impulsivity, (ii) motivations for use, (iii) obligation to play after purchases, (iv) guilt and regret, (v) feeling tricked or cheated and (vi) comparing micro-transaction use and gambling. Sub-themes relating to motivations for micro-transaction use and comparisons between micro-transaction and gambling also emerged.
Conclusions
Key motivations for micro-transaction use were giving back to or ‘rewarding’ game developers for their work and social connectedness. Participants who engaged with battle pass micro-transactions often felt a sense of obligation to continue playing the game after purchasing. Micro-transaction use was explained by participants' need for autonomy, relatedness, and competence. It is recommended that cognitive behavioural therapy could be used to treat maladaptive cognitive beliefs related to micro-transaction use.
... Twenty-five percent (25%) of the proceeds from Battle Pass purchases are set aside for tournament prizes, exclusively for 'The International'. The Battle Pass contains various levels that users can unlock by completing in-game quests or purchasing points with electronic currency known as Steam Wallet Codes (Petrovskaya & Zendle, 2020). The following is sales data from Subsequently, there was an upsurge in the purchasing of Battle Pass virtual products in the following tournament in 2021. ...
In an ever-changing digital game climate, where players' needs are always changing, the Dota 2 developers find themselves at the forefront of the task of providing new virtual items. This study delves into the challenging domain of virtual creation, focusing on the captivating features of the Battle Pass, formerly known as the Compendium. The primary purpose of this research is to undertake an in-depth study of the effects of game satisfaction and emotional value on the purchase intention of Dota 2 Indonesia Facebook group members, particularly those who have been involved in numerous Battle Pass sales. Purposive random sampling method was used to acquire a total of 96 respondents. Following the distribution of the questionnaire, all data was deemed valid and reliable for analysis utilizing multiple linear regression analysis, determination coefficient analysis, and hypothetical tests (t-test and f-test). Preliminary results show positive and significant effects of game satisfaction and emotional value on purchase intentions for Battle Pass components. Clearly, satisfaction with the game experience appears to be an important determinant in the foundation of purchase intentions, while the positive effect of emotional value on the decision-making process is evident. The practical implications of these findings reach the Dota 2 developers, calling for a strategic focus on improving not only the offensiveness of Battle Pass weapons, but also the entire game experience. Recommendations include efforts focused on improving the game system, implementing stronger security measures, and improving Dota 2's visual appeal. Additionally, it is recommended to create and manage social media accounts to expand user reach and community involvement. This research advances the understanding of the virtual economy, providing valuable insight into the complex processes that shape user behavior in online games. Subsequently, this research undoubtedly contributes to the marketing field by shedding light on the intricacies of gamer satisfaction and emotional value in the context of virtual item purchases. The implications of these findings underscore the importance for game developers to prioritize user satisfaction, security, and aesthetics to foster a positive virtual economy and sustain user engagement.
... This chapter focuses on in-game purchases involving some elements of randomization. This does not mean that other non-randomized in-game purchases (such as 'battle passes' that players buy to gain the opportunity to obtain predetermined items but only after subsequently spending significant amounts of gameplay time (Petrovskaya & Zendle, 2020)) and even non-monetized video game mechanics (such as daily login rewards that incentive the player to engage with the) are not potentially concerning (Petrovskaya et al., 2022;Petrovskaya & Zendle, 2021). They are, as these too can potentially cause players to spend substantial sums of money or to engage in videogame play (e.g., spending purely 'too much' time absent of additional monetary expenditures) in a problematic and arguably addictive manner that is detrimental to other aspects of the player's life and their wellbeing. ...
Loot boxes and other similar products inside video games can be purchased by players with real-world money to obtain random rewards. These mechanics have been deemed as gambling-like because players are betting money on unknown outcomes. Concerns have been raised about players spending too much money and the normalization of gambling-like behaviors amongst children, who generally cannot legally access more traditional forms of gambling due to age restrictions on participation. Despite these products being relatively novel, many studies have already been conducted considering whether they might be similarly ‘addictive.’ Importantly, monetary spending on loot boxes is linked to problem gambling, suggesting that gambling consumers could also be at risk of loot box-related harms, or that loot box users could be particularly vulnerable to gambling harms. More research is required to better understand this association. Notwithstanding, some countries have already sought to proactively address potential harms through regulation. Multiple potential approaches, ranging from completely restricting access to merely requiring the disclosure of information related to the product, are available. The regulations’ implementation should be regularly assessed to allow for countries to decide whether the rules should be changed based on scientific evidence and whether they should follow another country’s example.
... This is higher than the approximately 80% prevalence rates that were 1054 usually observed in Western countries recently (Xiao, 2023a(Xiao, , 2024c boxes] in Japan' due to how they were already widely implemented in that country 1059 more than a decade before they were popularised in Western countries, so that the 1060 public debate, which led to some regulations, has already occurred and therefore in the game duly disclosed probabilities; however, there were more minor loot boxes 1080 (such as one that was hidden away in a more obscure part of the in-game shop and 1081 must be purchased as part of a bigger bundle) that did not disclose. A number of 1082 loot boxes (e.g., in Game 084 ( )) were obtainable as part of the 1083 paid 'battle pass' system (see Petrovskaya and Zendle, 2020;Joseph, 2021), meaning 1084 that the player technically obtained the loot box through gameplay by completing 1085 in-game tasks, but ultimately they only had the opportunity to do so because they 1086 spent money to purchase access to that 'premium' part of the battle pass. Many other 1087 games similarly disclosed for the seemingly more important loot boxes but did not 1088 disclose for, presumably, less popular ones. ...
Loot boxes and gacha are gambling-like products inside video games that players buy with real-world money to obtain random rewards. Parents and policymakers are concerned about players, especially children, experiencing harm. Mainland China requires companies to disclose the probabilities of obtaining different rewards to promote consumer protection. Four years ago, research suggested that companies generally complied with the basic requirement to disclose; however, most companies failed to publish the disclosures prominently. The present study confirmed that loot boxes remained highly prevalent (97.0%) in mobile games and nearly all relevant games (96.9%) disclosed the probabilities for at least one loot box found within. However, upon closer inspection, 89.7% of relevant games contained other loot boxes whose probabilities have not been disclosed. The accessibility of disclosures has not improved. The prevalence and implementations of ID and age verification and other engagement and monetisation mechanics, such as daily login rewards, were also surveyed.
... Loot boxes that players have to purchase with real-world money to engage with are implemented by companies as monetisation methods in video games, known as 'microtransactions,' which represent an alternative, or complementary, business model to selling copies of the software or providing subscription-based services [10]. Analysis of loot box spending data has revealed that the loot boxes of one single game (Counter-Strike: Global Offensive) generated US$528,000 in one day in one country alone, thus hinting at the immense size of the global loot box market [11]. ...
... Loot boxes generally as a type of microtransaction have been singled out for both academic and regulatory scrutiny [34,38] likely due to the mechanic's unique involvement of randomization, which is not present in other in-game purchases (such as season or battle passes [51,52] , which may, however, pose other risks and be criticized for not being transparent about what amount of time the player must spend playing the game before they can eventually obtain all rewards that they already seeming bought). With loot boxes, the player does not know exactly what they are purchasing, which may impact on whether they have made an informed decision to spend money. ...
Loot boxes are gambling-like products in video games that players can buy with real-world money to obtain random prizes. Many countries are concerned by their potential harms and are considering regulation. Industry self-regulation of companies’ own behavior is an alternative approach to direct government intervention through legislation. The self-regulatory age rating organizations in North America and Europe began assigning a loot box presence warning label (‘In-Game Purchases (Includes Random Items)’) since April 2020. This consumer protection measure has also been introduced to many digital storefronts. My recent study found that only 29% of popular games containing loot boxes were correctly labeled on the Google Play Store. The age rating organizations have seemingly suggested that other digital storefronts with significantly less content would, in contrast, perform significantly better. The present study found that the compliance rates were indeed higher on the Microsoft (89.1%), Sony (70.3%), and Nintendo (54.2%) stores. However, none met the target 95% compliance rate. Concerningly, the Epic Games Store's compliance rate was only 7.1%. Some remedial actions have been taken following the present study: while appreciated, they have failed to address all outstanding concerns. Companies and platform providers must better comply with and enforce the rules. Besides poor efficacy on mobile platforms, the industry self-regulatory loot box warning label is also not sufficiently reliable on PC and console platforms.
... Finally, the only previous survey of UK loot box prevalence (which did not assess probability disclosure compliance) used a highest-grossing iPhone game list captured on 28 February 2019 [3]. It has been suggested that, since then, videogame companies have begun to stop implementing loot boxes and instead adopt other (non-randomised) monetisation methods, such as battle passes [37,38], either to avoid bad press or to act more ethically towards their customers [39], as demonstrated by commercial decisions taken by companies such as Epic Games [40][41][42]. A further survey in the UK would shed light on whether loot box prevalence has indeed decreased two years after the previous UK survey. ...
Loot boxes are purchased in video games to obtain randomised rewards of varying value and are thus psychologically akin to gambling. Disclosing the probabilities of obtaining loot box rewards may reduce overspending, in a similar vein to related disclosure approaches in gambling. Presently, this consumer protection measure has been adopted as law only in the People’s Republic of China (PRC). In other countries, the videogaming industry has generally adopted this measure as self-regulation. However, self-regulation conflicts with commercial interests and might not maximally promote public welfare. The loot box prevalence rate amongst the 100 highest-grossing UK iPhone games was 77% in mid-2021. The compliance rate with probability disclosure industry self-regulation was only 64.0%, significantly lower than that of PRC legal regulation (95.6%). In addition, UK games generally made insufficiently prominent and difficult-to-access disclosures both in-game and on the game’s official website. Significantly fewer UK games disclosed probabilities on their official websites (21.3%) when compared to 72.5% of PRC games. Only one of 75 UK games (1.3%) adopted the most prominent disclosure format of automatically displaying the probabilities on the in-game purchase page. Policymakers should demand more accountable forms of industry self-regulation or impose direct legal regulation to ensure consumer protection.
... Most also recognised that simulated gambling wins are manipulated to encourage persistence and expenditure. Similar to previous research on micro-transactions in games (Gibson et al., 2023;Petrovskaya & Zendle, 2020), most participants increasingly felt exploited by these practices, the growing predominance of pay-to-win games, and being targeted by simulated gambling advertisements. It was only when older that some participants recognised how the integration and promotion of simulated gambling had normalised it as part of their gaming while growing up, and that it could be potentially harmful for young people. ...
This study explores the lived experience of simulated gambling as young people grow up. Qualitative research with 89 Australians aged 12–17 years explored their chronological experiences of simulated gambling and monetary gambling. Reflexive thematic narrative analysis identified common and contrasting themes amongst at-risk/problem gambling, non-problem gambling, and non-gambling participants. As young people grow up, they engage in simulated gambling more frequently, in more diverse settings, and on activities more akin to monetary gambling. Their motivations expand from valuing virtual prizes, to also valuing social benefits and opportunities to learn new gambling games, compete against other players and demonstrate skill. Simulated gambling becomes highly normalised from childhood and before young people realise its potential for gaming and gambling harm. Behavioural associations between simulated gambling and harmful gaming were evident, but those between simulated gambling and harmful monetary gambling were less clear. Restricting youth access to simulated gambling would help protect them from harm.
... In addition, their findings indicated complex player attitudes, similar to the disparity in our study. For example, where some were positive towards the rewards and additional features of the battle pass, others perceived the battle pass as elitism where the rewards were "out of reach" (Petrovskaya & Zendle, 2020). From the sample interviewed, new content was described by players as a way to keep their chosen BR games "fresh," adding elements of uncertainty which created a "level playing field" (Jarrett, 2020). ...
Battle Royale (BR) games are well known for their ability to not only attract but also retain a large number of players. In this paper, we attempt to identify the common themes which BR players identify as methods of retention through a qualitative thematic analysis with 11 participants. Data was gathered using semi-structured interviews and analysed through thematic analysis. Seven common themes were identified, where (1) draw of new content, (2) mechanics and action of BR games, and (3) reward systems were suggested to impact retention. Additionally, (4) social dynamics and (5) mastery were external factors outside the game that may impact retention in BR games. However, the other themes of (6) aesthetic preference and (7) unique selling points were not contributing factors in our sample. Further work is needed to understand the impact of these retention factors and how to design for these factors in game development.
... Moreover, there are social factors involved in gaming and therefore the purchase of micro-transactions that may lead to the fulfilment of the relatedness need. In the case of DOTA 2's battle pass, the guild feature allows players to level up in small groups and work together to achieve levels (Petrovskaya & Zendle, 2020). Moreover, players may feel like they are gaining skills or 'mastering' the game by completing 'tier' levels of XP-based micro-transactions, such as the battle pass, and in turn, fulfilling the competence need. ...
Background
Micro-transactions are an increasingly popular form of monetisation for videogame companies. The similarities between specific micro-transaction types and forms of gambling have been identified in literature. However, the relationship between all forms of micro-transaction and both problem gaming and gambling is currently unclear.
Purpose
The present review assessed the outcomes of studies investigating the relationship between videogame micro-transactions, problem gaming, and problem gambling.
Method
A systematic review was conducted searching for relevant literature since 2010. Four databases were searched. These were PsycINFO, Web of Science, Scopus, and Pubmed.
Results
A total of 19 cross-sectional studies met the inclusion criteria and were categorised into three groups, (i) loot boxes, problem gaming and gambling, (ii) pay-to-win micro-transactions, problem gaming and gambling, and (iii) multiple micro-transaction types, problem gaming and gambling. Links between loot boxes and problem gambling were identified. The reviewed studies also indicated demographic differences in micro-transaction preference. Frequency of payment for micro-transactions was suggested as a key factor in the relationship between micro-transactions, problem gaming and problem gambling.
Conclusion
Further research is necessary to provide further evidence for and to understand the causality of these relationships. It is recommended that purchasing loot boxes is classified as a form of gambling and that frequency of micro-transaction purchase is regulated in videogames.
... Loot boxes that players have to purchase with real-world money to engage with are implemented by companies as monetisation methods in video games, known as 'microtransactions,' which represent an alternative, or complementary, business model to selling copies of the software or providing subscription-based services [10]. Analysis of loot box spending data has revealed that the loot boxes of one single game (Counter-Strike: Global Offensive) generated US$528,000 in one day in one country alone, thus hinting at the immense size of the global loot box market [11]. ...
... Loot boxes that players have to purchase with real-world money to engage with are implemented by companies as monetisation methods in video games, known as 'microtransactions,' which represent an alternative, or complementary, business model to selling copies of the software or providing subscription-based services [10]. Analysis of loot box spending data has revealed that the loot boxes of one single game (Counter-Strike: Global Offensive) generated US$528,000 in one day in one country alone, thus hinting at the immense size of the global loot box market [11]. ...
Cite as: Xiao L.Y., Henderson L.L., Nielsen R.K.L., Grabarczyk P., & Newall P.W.S. (2021). Loot Boxes, Gambling-Like Mechanics in Video Games. In N. Lee (Ed.), Encyclopedia of Computer Graphics and Games. Springer. Loot boxes are mechanics often found in video games that provide the player with randomised virtual rewards. Some loot boxes can be paid for with real-world money and therefore share structural and psychological similarities with gambling.
... Samples drawn from reddit appear to skew young, and skew male (e.g. [2,51]). Indeed, this is a limitation of the work that we seek to replicate, which likewise draws its sample from reddit. ...
Loot boxes are digital containers of randomised rewards present in some video games which are often purchasable for real world money. Recently, concerns have been raised that loot boxes might approximate traditional gambling activities, and that people with gambling problems have been shown to spend more on loot boxes than peers without gambling problems. Some argue that the regulation of loot boxes as gambling-like mechanics is inappropriate because similar activities which also bear striking similarities to traditional forms of gambling, such as collectable card games, are not subject to such regulations. Players of collectible card games often buy sealed physical packs of cards, and these ‘booster packs’ share many formal similarities with loot boxes. However, not everything which appears similar to gambling requires regulation. Here, in a large sample of collectible card game players (n = 726), we show no statistically significant link between in real-world store spending on physical booster and problem gambling (p = 0.110, η² = 0.004), and a trivial in magnitude relationship between spending on booster packs in online stores and problem gambling (p = 0.035, η² = 0.008). Follow-up equivalence tests using the TOST procedure rejected the hypothesis that either of these effects was of practical importance (η² > 0.04). Thus, although collectable card game booster packs, like loot boxes, share structural similarities with gambling, it appears that they may not be linked to problem gambling in the same way as loot boxes. We discuss potential reasons for these differences. Decisions regarding regulation of activities which share structural features with traditional forms of gambling should be made on the basis of definitional criteria as well as whether people with gambling problems purchase such items at a higher rate than peers with no gambling problems. Our research suggests that there is currently little evidence to support the regulation of collectable card games.
O sucesso dos modelos de monetização “freemium” tornou as microtransações um dos mais lucrativos nichos de consumo na indústria de videogames. Com mais de 2,5 bilhões de gamers, este mercado atrai notório interesse acadêmico, assim como estimula a criatividade e ousadia de fabricantes interessados em compreender os perfis e incrementar o interesse de usuários por itens ou serviços vendidos no jogo. A proposta deste trabalho foi identificar, junto a usuários ativos de jogos eletrônicos, perfis, preferencias, interesses e motivações para comprar itens ou serviços no jogo, através das microtransações. O estudo foi quantitativo e descritivo, os dados foram coletados empiricamente usando survey online na plataforma Google docs e o questionário construído, adaptando escalas encontradas na literatura. O tratamento e análise por meio de estatística descritiva, uni e multivariadas e as significâncias das escalas testadas pelo Qui-quadrado de Fisher, relevância a partir de 95%. Entre os principais resultados, destacam-se o comportamento de três grupos, os casuais, neutros e whales, identificados por combinações e intensidades entre os itens comprados, ocasiões e motivações. A pandemia intensificou o consumo em jogos para parte da amostra. Skins, expansões e moedas virtuais como itens mais comprados. Promoções, passes de recompensas e eventos especiais os que mais atraem compradores em busca de custo-benefício ou conteúdos-extras. Compras para agilizar desbloqueio de conteúdo ou sem conhecer as recompensas, são pouco atraentes. Também, são pouco propensos a gastar por status ou influência de outros. Não admitem investir para alcançar os melhores, porém, valorizam manter-se entre estes.
OBJETIVO
● Identificar junto a jogadores ativos, perfis e comportamentos de consumo de microtransações em jogos online.
● Especificamente, levantou-se os hábitos, preferências, motivações e critérios associados às compras de itens e serviços em jogos eletrônicos online.
Introdução/Problematização: o sucesso dos modelos de monetização “freemium”
pavimentou o caminho para tornar as microtransações um dos mais lucrativos nichos de
consumo na indústria de videogames. Jogos gratuitos são financiados, não mais pela venda de cópias, mas, pelo volume de microtransações. Fabricantes em todo mundo buscam atrair e facilitar a experimentação, assim como, criar empatia e gerar lealdade de consumo a mais de 2,5 bilhões de gamers, com a venda de itens ou serviços no jogo, responsáveis pelo maior incremento no faturamento do setor.
Objetivo/proposta: identificar perfis de consumo através de microtransações, suas principais características, motivações e critérios usados para compra de itens e serviços em jogos eletrônicos. A proposta foi a de captar a percepção do próprio consumidor, por meio de uma escala de intensidade adaptada para atender aos propósitos do estudo.
Procedimentos Metodológicos (caso aplicável): o estudo foi quantitativo e descritivo,
realizado empiricamente junto a uma amostra com 103 jogadores ativos de videogames. A coleta se deu por meio de survey aplicada de modo online na plataforma Google Docs. O questionário foi elaborado adaptando escalas encontradas na literatura. Os dados foram tratados e analisados por meio de estatística descritiva, analises uni e multivariadas. As significâncias das escalas foram testadas pelo critério do Qui-quadrado de Fisher, relevância a partir de 95%.
Principais Resultados: Skins, expansões e moedas virtuais são os itens mais comprados.
Promoções, passes de recompensas e eventos especiais são os que mais atraem compradores para as microtransações em busca de custo-benefício ou conteúdos-extras. Não costumam comprar para agilizar desbloqueio de conteúdo, nem arriscar sem conhecer as recompensas. Também, são pouco propensos a gastar por status ou influência de outros. Não admitem investir para alcançar os melhores, porém, o fazem para manter-se entre estes.
Considerações Finais/Conclusão: diversas combinações e intensidades entre os itens
comprados, ocasiões e motivações para a compra de microtransações, foram identificadas. Perfis ativos predominantes: praticantes casuais, neutros e whales. Computadores são as plataformas preferidas, salvo no público casual onde predominam mobile e consoles. Consumo por status, consumo de loot boxes, compras em sites externos, influencers e qualidades hedonísticas não foram bem-vistas. A pandemia intensificou o consumo em jogos para parte da amostra.
Contribuições do Trabalho: apontou características, critérios, ocasiões e motivações de
consumo em jogos eletrônicos, além da identificação de perfis específicos entre os jogadores ativos. Isto permitiu ampliar a visão geral sobre assunto ainda pouco explorado no marketing, com maior intensidade de publicações em outras áreas como psicologia e direito. O tamanho da amostra e a concentração dos participantes em uma única região, além da dificuldade em obter fontes bibliográficas advindas da administração, foram limitações do estudo.
ResearchGate has not been able to resolve any references for this publication.