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My dissertation written on virtual consumerism within online video games...
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I D E N T I F Y I N G P S Y C H O L O G I C A L T H E O R I E S T O U N C O V E R
T H E S U C C E S S O F M I C R O T R A N S A C T I O N S W I T H I N T H E
D E V E L O P M E N T O F O N L I N E V I D E O G A M E S
INTRODUCTION
CHAPTER 1: DEFINING VIRTUAL GOODS
CHAPTER 2: ATTRIBUTES OF TRADITIONAL CONSUMERISM
CHAPTER 3: ATTRIBUTES OF CONSUMERISM EXCLUSIVE TO THE VIRTUAL WORLD
CHAPTER 4: CONCLUSION
GLOSSARY
BIBLIOGRAPHY
i. Hierarchy of Needs
ii. Social, Functional and Hedonic Attributes
iii. Social Influence
iv. Impatience
v. Majority Influence
vi. Envy
i. Advertising
ii. Punishment and Reward
iii. Observation
iv. Self Projection
v. Conformity
vi. Desensitisation and Deindividuation
vii. Immersion
i. The Present
ii. The Future
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Last year marked the 40th anniversary of commercial video games, which
began with Nolan Bushnell’s coin-operated ‘Computer Space Arcade’
game in 1971 (Wolf, 2001, p. 1). Since then, video games have progressed
into a form of entertainment where money is directed not to the game play
itself, but to the content within it. People young and old are exchanging money
for ‘virtual’ commodities, such as hats and weapons, and the trend is growing
ever popular. This might seem bizarre to those only willing to hand over hard-
earned cash for physical items, but perhaps there are underlying reasons for
purchasing virtual items which are similar to those for buying real items. If not,
what is it that makes virtual consumerism so different and so successful?
The primary aim of this essay is to explore the reasons for virtual
consumerism, in particular within the online gaming community. It will outline
various theories concerning comparisons to real life consumerism and theories
which are specific to consumerism in the virtual world, with intent to uncover
why players may, or may not, be inclined to purchase virtual goods.
Research for this paper will come form a variety of sources including
current research on the trend of microtransactions[7] and free-to-play gaming,
research on the effects of video games, psychological theories and exploration
of traditional consumerism. It will also use primary sources such as forum
threads where questions have been directed at existing gamers, and surveys
(see appendix) based on two specific online games, Team Fortress 2 (2007) and
Habbo (2000). These case studies will be used to support evidence throughout
the essay and have been chosen due to the popularity of their microtransactions
system, as well as allowing a comparison between age, gender and subject
matter.
Males of varying ages predominantly play Team Fortress 2. The game
offers a mixture of virtual goods, from weapons to cosmetic items such as hats,
providing an interesting foundation for discussion due to its diverse variety of
virtual commodities. The purchasing of weapons within this game implies a
desire to better game play, yet the more aesthetic items suggest otherwise.
Habbo is aimed at young teenagers, both male and female, and is centred
around attaining items for avatars[3] and furniture for rooms. This likeness to
traditional consumerism makes for an interesting comparison and suggests that
perhaps the virtual world is no different to the real world.
1
2
Team Fortress 2, Valve Corporation (2007)
When considering virtual commodities it is difficult to define what
they actually are and how they differ from ‘real’ items. Perhaps it is
something one can see but not touch, something one can hear but not smell.
‘Real’ items generally engage all the senses, or at least have the potential to
do so. However, with the advance of technology, the line between the two is
blurring. ‘Soar’, a popular ride in Disney World Florida, allows you to fly over
an orange field, hear and feel the wind, see and smell the oranges, but it is not
real. Downloadable music, on the other hand, engages only the hearing sense
yet it feels very real. What appeals to the consumer is the experiential value of
the item- how it makes them feel and the way that it changes their life. (Zepf,
2010, p. 145) noted that “commodities are no longer offered solely as means of
meeting certain material requirements; they are now advertised to satisfy needs
that are independent of their material usability.”
In regards to this essay, virtual items will be considered as “simulations
of material objects” (Lehdonvirta, 2011, p. 2) found in online games. This will
make the comparison to real life consumerism more effective and will allow for
better application of theories. These will be such items as weapons, clothing for
avatars and decorative items for the virtual world. The primary games which will
be used to illustrate these theories will be Team Fortress 2 and Habbo.
Team Fortress 2, or TF2, is a team-based first-person shooter[5] multiplayer
video game developed by Valve Corporation[14]. It involves selecting one
of nine characters or ‘classes’ and joining one of two teams (red or blue). An
environment or ‘map’ is then selected, and the aim is to succeed the opposite
team by defending personal territory and attacking the other team’s. Players
compete online with up to 31 other real gamers across the globe, or can set
up a server to play with a select number of people. The art style of the game
is very cartoon-like, yet remains particularly masculine: “In Team Fortress
2, we chose to employ an art style inspired by the early to mid 20th century
commercial illustrators J. C. Leyendecker, Dean Cornwell and Norman
Rockwel” (Schau, 1974, cited in Valve Software, 2007).
When the game was first released in 2007 it had to be purchased, but
nothing within the game had to be paid for. Weapons were available as a
means of bettering game play but could only be attained by progression and
completing achievements[1]. In May 2009, Valve made Team Fortress 2 ‘free-to-
play’. After this point, the number of people playing the game rose dramatically,
D E F I N I N G V I R T U A L G O O D S
“Commodities are no
longer offered soley
as means of meeting
certain material
usability”
“The art style of
the game is very
cartoon-like, yet
remains particularly
masculine”
3
overtaking the most popular game on Steam[9] (an online platform used to
distribute games), ‘Counter-Strike’: “Overnight, TF2 has leapt from a top ten
position to the very top, gaining tens of thousands of players in the process.”
(Senior, 2011). Since the game became free to play, weapons can now be found
(as a result of random item drops) or bought from the in-game shop. Items
include ‘Weapons’ such as guns, knives and comedy articles such as gold clubs.
‘Tools’ such as varied paint colours to make existing items more unique can also
be bought. ‘Hats’ come in a variety of styles and are generally the most sought
after items. They are generally seasonally or culturally themed, but are usually
exaggerated. Finally ‘Misc’ items include glasses, facial hair and even gestures
or ‘taunts’ such as hi5-ing other teammates. Prices range from 29p for a baseball
bat, to £14.99 for a “pile ‘o’ gifts”. Items are purchased by ‘adding funds’ to an
account, with a minimum of £4 and maximum of £100. This is never converted
into a form of virtual currency, so the cost of items is always explicit.
Habbo (formerly ‘Habbo Hotel’) is a social networking site developed by Sulake
Corporation[10] in 2000, enclosed within a virtual hotel which allows users
to purchase furniture, clothing and a variety of accessories to enhance their
personal room or avatar. Since it began, the service has expanded to 11 hotels,
attracting players from over 150 countries worldwide. The site is predominantly
aimed at teenagers and currently has 230 million players registered worldwide.
It is free to sign up and users can walk around the hotel, visit rooms and interact
with other players without obligation to spend. The aim of the site, as quoted by
the company itself, is to “make friends, chillax, get noticed!” (Habbo, 2000).
Items chiefly involve decorations and furniture for rooms, such as wallpaper
and seating, but other items such as pets, music for rooms and even effects
(such as releasing bubbles) can also be bought for furniture. Items can be
bought using ‘credits’[4], a virtual currency which is purchased with real money.
Credits are bought in batches, from 40 credits for £5 to 490 credits for £50. This
alternative method to the Team Fortress 2 economy means that Habbo users
are generally unaware how much each individual item is costing them in real
money. Prices range from a rubber duck for 1 credit (equivalent to 10p) to a
Tree Frog pet for 30 credits (equivalent to £3).
“Overnight, TF2 has
leapt from a top
ten position to the
very top, gaining
tens of thousands
of players in the
process”
4
5
Habbo, Sulake Corporation (2000)
When considering why gamers purchase virtual items, it is logical to first
explore the reasons for purchasing traditional goods. There are copious
amounts of research on traditional consumerism, which can also be used to
explain virtual consumerism and suggest reasoning that may be rooted in
evolutionary psychological theories.
The founder of humanistic psychology, Abraham Maslow (1943, cited
in Trigg, 2010, pp. 393-405), developed a system called the Hierarchy
of Needs to suggest what consumers spend their money on and how that
decision is made. He proposed five levels, beginning with a base level of
lower basic human needs such as food and water, up to security of health
and family, love and friendship, then confidence and self-esteem. At the top
of the pyramid is self-actualizing or ‘moral needs’, and “such higher needs
can only be attainable once more materialistic basic needs are achieved”
(Trigg, 2010, p. 395). Most will strive to ascend the hierarchy as high as
possible and will get there by any means possible. Individuals tend to
move with their increasing incomes, and although many of these levels can
be achieved without money, “Money Can’t Buy Me Love,” (Lennon and
McCartney, 1964), it is often money which aids development.
It is often the same in the context of video games. Although the lowest
level, survival needs such as food and water, can only be satisfied in the
real world, the remaining levels can be attained just as easily, if not more
easily, in the virtual world. Although video games are not policed in such
a way that the real world is, there are strict rules enforced regarding game
play and language. This satisfies the safety needs, as well as protection in the
form of anonymity. Safety cannot necessarily be purchased in the virtual world,
but games do typically provide such services, and once a payer feels that this
level is satisfied the likelihood of them moving onto higher needs levels will
A T T R I B U T E S O F T R A D I T I O N A L C O N S U M E R I S M
“ Most will strive
to ascend the
hierarchy as high as
possible and will get
there by any means
possible”
7
increase. The next level, belongingness and loves, is where virtual consumerism
often begins. Video games provide players with a mass of like-minded people
and infinite ways to fulfil personal potential. Although these can be achieved
with time and effort, it can be attained much quicker with money. This may
explain why those entering the virtual hierarchy of needs for the first time will
contemplate purchasing virtual items, as a means of rapidly working their way
up the pyramid.
It may also support the idea of justification; Players may have gravitated
towards video games because they have failed to climb the pyramid of needs
in real life, and as they have not purchased traditional items to help them in
that context, they can justify purchasing them in this fresh, virtual world. Virtual
consumerism may also be justified due to the knowledge that players are
making some form of real-world progress; purchasing items which in the real
world have a relatively higher value. Despite the fact that they would perhaps
never profit from purchasing and selling a real item, having something which is
craved by players offering real money may be enough of an incentive.
An alternative suggestion to justification is the theory that they can never
truly accomplish the highest level of Maslow’s hierarchy of needs, self-
actualisation: “A healthy personality, while including success in appropriate
coping behaviour involving mastery, effectance and competence, must
also include a point where the individual is freed from the influence of their
environment” (Venter, 2010, p. 30). Maslow identified the main source of
inhibition for personal growth as culture.
Although cultures are very strong in real life, they can still be escaped from,
and other cultures can be absorbed. In the virtual world they are even stronger,
and ‘Team Fortress 2’ or ‘Habbo’ almost becomes a culture in itself. Liew (2009)
suggests that “they belong to a global community that defines itself not so
much by race, religion or region, but by the definition of what it is to be human.”
Perhaps then it can be argued that gamers do not know how to consume in the
real world, but in the virtual world it is much clearer what they are required to
purchase in order to satisfy the hierarchy of needs.
One somewhat obvious speculation in relation to Maslow’s Hierarchy of
Needs is simply that those with a higher income are more inclined to purchase
virtual commodities. If virtual items are to be placed in the higher levels of his
pyramid, friendship and self esteem, then perhaps this suggests that the player
has enough money to satisfy the basic human needs and has an excess which
allows them to comfortably purchase more ‘luxurious’ items. This may not be
the case, however, as 93% of Habbo users surveyed were under the age of 21
(thus, most likely not earning), yet 86% of all surveyed said they had purchased
virtual items within the site (see appendix). This implies that there is no
correlation between income and the likelihood of purchasing virtual items.
Alternatively, there may be a link between a player’s income and what type
of virtual items they purchase. For example, in the case of Team Fortress 2,
a player with less money may be more astute with their spending and may
purchase only items that help them progress in some way. These items, such as
weapons and armour, would in the context of the game be seen as necessary.
“Video games
provide players
with a mass of
like-minded people
and infinite ways
to fulfil personal
potential.”
“86% of all
surveyed said
they had purchased
virtual items within
the site”
8
Those with a higher income, however, may be satisfied that they have all the
necessary items they require (or, feel that they are above purchasing necessary
items) and so may purchase items in regard to taste. This could include
cosmetic items such as hats in TF2 or special effects in Habbo.
In games such as Habbo, there is evidence that its creators are aware of
this taste versus necessity concept. For those wanting to play the game for
free, necessary items are available to purchase with virtual coins earned for
spending time on the site. This means that players can be part of the experience
and gives them a reason to keep coming back. There is a social price to pay,
however, as this ‘free’ furniture is labelled as “happy furniture” and it is rather
clear to other players who has not paid for their items. Those who are truly
interested in playing the game, that is socialising, making friends and gaining
popularity, know that they will achieve more if they begin with more. In relation
to Maslow’s Hierarchy of needs, this could suggest that the more money spent
on purchasing items that satisfy the basic human needs level, the easier it is
to get to the social level of love and friendship. Evidence to support this idea
comes from the Habbo questionnaire (see appendix), where users were asked
what the virtual items in the game were about for them. 37% said that they
helped them to make friends, whereas not one participant stated this as a reason
in the Team Fortress 2 questionnaire. In a socially centred game such as Habbo,
making friends is essential, thus purchasing items to aid such a process may be
deemed as ‘necessary’.
This selection of luxury basic needs could, therefore, simply be down to
taste. In real life the consumer might pay more for a ‘luxury’ chicken sandwich-
not because they want to appear superior but because they know that they are
paying for higher quality, more expensive ingredients and better taste. However,
with virtual items consumers are not paying for labour or materials that can
be valued; if a virtual item is labelled as “VIP”[12] they are simply paying for
the illusion of being VIP; advertising in its purest form. If it is simply an idea
which encourages virtual consumerism, there must be psychological theories
suggesting why consumers strive to climb the hierarchy of needs.
“37% of users said
that virtual items
helped them to
make friends”
“This selection of
luxury basic needs
could simply be
down to taste”
9
Many studies on the psychology of consumerism have revealed different
motives for why humans to want to spend. However, three labels that are
frequently identified are Functional, Hedonic and Social.
The first, ‘functional’, is about progression; excelling over others so that one
can in some way have victory over them. This theory is especially evident in
the context of a racing game, or similar high-level competition. For instance,
Liew (2009) proposed “I might buy special tyres for my car so that I can corner
better, so I might buy virtual tyres for my virtual car so that I can corner better.”
Technology is advancing to provide us with faster, stronger, better, so that we
will never label something superlative. The same can be said for many virtual
items in competitive video games, and explains why new goods are continually
added to the current goods on offer. Not only does it allow variety and maintain
interest in players, but it ensures that should they purchases the ‘best’ item,
others can at some point beat it and thus will continue to buy items with
optimism.
Team Fortress 2, and recently Habbo, both show evidence of functional
consumerism. When TF2 was first released, weapons were only attainable
by completing achievements within the game. Although they were not
purchasable, players still wanted the weapons as a means of progressing in
the game and triumphing over other players. Here time was the currency, and
due to the busy nature of today’s generation, time is something almost more
scarce and valuable than money. It was only when the ‘Item Drop System’[6]
was implemented in May 2009 that weapons were available to find, and more
importantly, to purchase. This meant that those unable or unwilling to invest
large amounts of time in attaining the items were able to exchange them
instantaneously for cash. Although this generated an outcry from the gaming
community, whose views were exchanged within forums dedicated to Valve
games, it does reflect almost identically the workings of real life consumerism.
In Habbo, the process of purchasing items, and thus having more items than
others, could count as progressing in the game. In addition, ‘effects’, ‘triggers’
for effects and even ‘conditions’ for triggers can now be placed on mundane
objects. For example, a piece of furniture may reveal a secret message if a
user enters the room if the piece of furniture has another piece of furniture on
top. This creates sought after functions that would make one person’s object
superlative to another’s. Effects, however, can only be rented, and usually for
one hour maximum. This means that even the most deluxe items in the entire
hotel will have to be purchased repeatedly in order to sustain Godly status. This
eliminates the possibility of completion within the game and keeps the players
coming back.
“Even the most
deluxe items
will have to
be purchased
repeatedly in order
to sustain Goldy
status”
“I might buy special
tyres for my car so
that I can corner
better, so I might
buy virtual tyres
for my virtual car
so that I can corner
better”
10
“Games developers
often purposely
throw players into
a sea of identical
looking characters”
The second label is Hedonic; relating to establishing identity and presenting
personality in an otherwise monotonous world. The clothes they wear, the car
they drive, and even the music they listen to, all contribute to how the consumer
might define themselves and how they want others to perceive them. Items are
purchased in order to fit in with social statuses (or often, exceed them), and
which give others a strong sense of character prior to engaging in conversation.
This is particularly true for the virtual world, where games developers often
purposely throw players into a sea of identical looking characters to make
them want to stand out. For which usually, there is a price to pay. In Habbo
avatars can be customised to a degree, but if a user wants something ‘out of the
ordinary’ they must purchase additional items. And it doesn’t stop at clothing-
pets, badges and even effects (such as flies buzzing around a user’s head) can
all be purchased to add to the uniqueness of an avatar. And of course, it works
in reverse. If players want to be part of the crowd, fit in within a world different
to the one they live in, they can dress just like everybody else. Just like shop
mannequins who display what customers should be wearing and with what
combination, Habbo is designed appeal to the hedonistic consumer wanting to
follow trends to fit in.
Team Fortress 2 isn’t too dissimilar. Here a selection of nine characters or
‘classes’ are offered but once selected, a player will look identical to everybody
else playing as that character. Since the introduction of the shop and the Item
Drop System, the items that everybody craves are hats. There are numerous
designs, some with effects, but a large part of playing TF2 is seeing what hats
other players own and which ones can be found. It is interesting that in a game
which is all about skill and competition, the cosmetic items are sought after
more than those in the social chat room of Habbo. An alternative example
of this aesthetical purchasing is evident in the opportunity to dress up the
avatars used to represent gamers on their Xbox[13] profiles. There are no
obvious advantages to doing this, no achievements and no game progression.
Yet many players chose to buy extra items to make their avatar look unique,
or more like their real characteristics. This could only truly be explained by
the hedonic theory. The player who purchases items to alter their avatar may
be trying to establish their identity, to let others know what they are like as a
person, not just as a gamer. They may also take comfort in the knowledge that
it is not a computer-generated character that is attaining all the achievement
within games, it is themselves. When asked what the virtual items in each game
were about for them, over half of the gamers answering both the Habbo and
the Team Fortress 2 questionnaires stated that ‘making their character look
unique’ was of most importance (see appendix). This response has little to do
with game play or progression, suggesting that ‘looking good’ is as important
in the virtual world as in the real world. However, looking good may not be
simply a case of wanting to express identities, but may have underlying social
interpretations such as wanting to fit in with others who look good.
“When asked what
the virtual items
in each game were
about for them,
over half of gamers
stated that making
their character look
unique was of most
importance”
11
Formed relationships or associations with others, whether good or bad, can
be used to explain both real and virtual consumerism. A human behaviour
that affects both real and virtual consumerism is social influence. Often
consumers give way to pressures in order to ‘fit in’ with a specific crowd, and
sometimes they do it because they are not sure of the correct way to act and so
look to others to guide them. Each social group has its well-established norms
that indicate how members should act; this creates pressure for others to
maintain such behaviour, and conformity arises (Cardwell & Flanagan, 2004,
p. 164). This conformity is especially prevalent within the world of video
games, and mainly occurs in newcomers to the game. New players strive to
win, they aim to be as skilled as those who have played for a lengthy amount
of time and who, generally, have earned their items through achievement
and have committed a great deal of time. These new players know that in
order to fit in with the higher players they need to level with them, and the
easiest way to do that is to purchase items.
In Team Fortress 2, it is almost impossible to know which players have
spent time on attaining their items and who has purchased them. Therefore,
it is much easier to gain respect from older players simply by purchasing
items. This provides an incentive for players, especially new players, to fast
track from ‘noob’[8] to ‘skilled’.
The third label is Social; Building, maintaining, and occasionally evading
relationships. Linked to the Hedonic theory, traditional items can be purchased
to make the consumer appear unique; often to attract a mate or to display a
side of their personality that they think might be attractive to a certain group
of people. Humans are not born with the iridescent plumage of a peacock or
the colour-changing abilities of the cuttlefish, and so they exchange money for
replacement items which will perform the same task. Usually these are cosmetic
items, such as items of clothing or makeup. In Habbo, almost all the items act
as social incentives.
In Team Fortress 2, there is less evidence of players purchasing items to
attract other players - perhaps due to the competitive rather than social nature
of the game. When asked which statement they agreed with (see appendix),
more TF2 players stated that they buy clothes in real life which make them look
unique (23%), than those who said they purchase clothes to fit in with social
trends (14%). This reflects the habits of players within this game who strive for
the more ‘original’ items rather than the most popular.
The opposite was true for surveyed Habbo users, where more bought
clothes to fit in with social trends (33%) as opposed to wanting to appear unique
(24%). In this game, players do strive for the most popular items, even if they
are the most expensive.
“These new players
know that in order
to fit in with the
highter players
they need to level
with them, and the
easiest way to do
that is to pruchase
items.”
12
“More TF2 players
stated that they buy
clothes in real life
which make them
look uniue, than
those who said they
purchase clothes
to fit in with social
trends”
11
In relation to social influence, impatience may be a theory which suggests
why consumers purchase both real and virtual items. There are frequently
sales within stores in real life, yet there will always be those who pay full price
for items simply because they cannot wait for prices to descend. Those who are
shrewder with their money know that if they wait longer they can search for a
cheaper price or simply wait for the item to be reduced. It is often the same for
virtual consumerism, particularly in skill-based games such as Team Fortress
2. It is perfectly viable to attain a large amount of items through game play
alone, without having to spend any money - the only issue is that dedication of
time and development of necessary skills are required. Many players are happy
to do this, but those who just want a ‘quick fix’ and avoid the time-consuming
methods will ‘buy-it-now’. This lack of patience is also evident in games such as
‘Tiger Woods PGA Tour 11’ (EA Tiburon, 2010) and often other sports themed
games. Some gamers enjoy the challenge of unlocking items as they progress,
but for others this stage may be considered tedious and want immediate access
to all areas of the game. Ermi & Mayra (2005, p. 3) argue that “playing games
does not always feel fun: on the contrary, it quite often appears to be stressful
and frustrating.” For these types of people it has been made even simpler, as
purchasable cards are available in high street stores enabling them to simply
type in a code and have all levels and weapons unlocked. These types of games
are often single-player, implying other players would be unaware that any items
had been attained or levels unlocked. If social and hedonic needs do not apply
here, perhaps it is simply the human, functional need to complete something.
“Playing games does
not always feel fun;
On the contrary, it
quite often appears
stressful and
frustrating”
14
“We must see group
phenomena as both
the product and
condition of actions
of individuals”
“People idealize
when they
are envious”
The amount of majority influence in a game can be used to measure the
level of immersion players feel that a game has. For example, many people
would enter Habbo thinking it would be absurd to purchase unreal items or
to pay extra to clothe their avatar. However, because the amount of players
purchasing these items snowballed into a majority, it is generally accepted
that virtual consumerism is normal, perhaps even ‘good’. Asch (1952, cited
in Solomon Asch Center, 2012) stated that “we must see group phenomena
as both the product and condition of actions of individuals,” suggesting that
even if a player is following the trend of virtual consumerism, they have made
the conscious decision to do so. If it is ‘normal’ to purchase virtual items,
then perhaps these items become real. Molesworth & Denegri-knott (2005,
p. 4) suggest that “both contemporary consumption practice and now also
behaviours in digital space may allow for actualization of the imagination.” It is
no longer a case of ‘purchasing a virtual chair for my virtual room’, but simply
‘purchasing a chair for my room’. The line between reality and ‘virtuality’ fades
with the majority’s perspectives.
Upon entering Habbo a user is be greeted by thousands of people. Around
80% of those people will be wearing “VIP” clothes that they have paid
for. Not only are there the people whose innate desires want them to buy these
virtual items, not only are there the people who buckle from pressure to buy
these items in order to fit in, but there are the people who experience envy
for others’ possessions. They do not necessarily want to be better than those
people, they just do not want to be the ones without. Marano (1994), a specialist
in Social Psychology, states that “envy occurs when a person lacks another
person’s superior quality, achievement, or possession, and desires it.” Perhaps
envy is a result of the mechanisms of advertising- consumers are shown how
their life can improve, how they can be the best person they can. But perhaps
they cannot afford to purchase the necessary items: “People idealize when they
are envious. You can imagine that a quality or something possessed by someone
else would bring you happiness or fulfilment” (Lamia, 2011).
15
“An envious person
just assumes that
the other person is
happier or better”
When walking around a virtual world such as Habbo, many other players
may appear to posses the very items that can make for a better life. They envy
them because they think that their lives have been made better. As Lamia (2011)
describes, “we really can’t know what another person’s life is like, but an envious
person just assumes that the other person is happier or better. So in a strange
way, when you envy someone else, you are giving them a compliment.” This
process increases the potential for selling virtual items in two ways: Those who
are without often cannot fight off their envious desires and purchase the items
that they feel with remove such feelings, and those who are envied are able
to justify their consumption further and will continue to consume in order to
receive further compliments.
16
Many theories have been identified as to the psychological motives for
people purchasing both real and virtual items, but perhaps the virtual
world provides a platform for alternative theories. This chapter will explore
how virtual consumerism differs from traditional consumerism, and how the
mechanisms of online video games affect the spending behaviours of gamers.
Almost all commodities created for sale have adverts in some form, whether
posters, magazine adverts or television commercials. They are essential
in informing the public about what they have offer and why they should chose
their brand; “It therefore seems reasonable to assume that the decision to buy a
product as well as the connection of the buyer to the product is brought about
through the connection of commercials with those unconscious scenes” (Zepf,
2010, p. 146). The consumer identifies with the people and lifestyles within
the commercial; they project themselves into the products and see them as an
extension of their own personality. They are seduced by the illusion, whether
truth or not.
However, the majority of games, especially online games, do not advertise
themselves. This could be due to the simple fact that people love to talk about
video games. There are countless professional video games journalists, both in
magazines and on online blogs, and many more who like think of themselves
as such. Games companies do not need to hire an actor to tell people why they
should buy their game- there is an abundant of players who genuinely believe
it, and want to let others know about it. The forum post created to advertise
the Team Fortress 2 questionnaire for this essay generated over 1000 views
and 57 replies in less than a week. People just wanted to talk about the game,
about virtual consumerism and about how it made them feel. Companies such
as Valve know that if gamers are truly passionate about video games, they will
seek out the ones that appeal to them. Whether that be online blogs, gaming
A T T R I B U T E S O F C O N S U M E R I S M E X C L U S I V E T O T H E V I R T U A L W O R L D
“People just wanted
to talk about the
game, about virtual
consumerism and
about how it made
them feel”
17
magazines or word of mouth, news about up and coming games quickly
spreads. According to the Virtual Consumerism questionnaire (see appendix),
over 50% of the surveyed Habbo users began playing the game because it was
recommended by a friend, suggesting perhaps that it is the portrayal of game
play by others which persuades first time players into a game and which gives
them the impression that it is a permissible game to purchase virtual items for.
Only 4% stated that they began playing because they liked the items on offer
within the game. Perhaps this is because the availability of virtual items within
games is never directly advertised; it is the portrayal of game play which allures
potential players and only once they are in will they discover the benefits of
purchasing additional items.
On the other hand, some of the more popular games such as Call of Duty:
Modern Warfare 3 (Infinity Ward and Sledgehammer Games, 2011) and Halo:
Reach (Bungie, 2010) do often promote themselves on television adverts, in
bus shelters and on the back of magazines. The cinematic scenes and powerful
language attract players who want something ‘cool’, something that appears
to provide them with the credibility they crave. These adverts often appeal to
‘weekend gamers’- a term given to those who only play a select number of
games and who play fairly infrequently. They are less likely to be interested in
personally seeking out information about new games, so in an attempt to attract
a wider audience, games companies often release adverts in a medium that is
viewed by the vast majority, gamers or non-gamers.
It could be argued, however, that there are issues other than external
advertising or word of mouth which elicit virtual consumerism. It may explain
why gamers first decide to join a game, but perhaps not why they chose to
spend money within it.
Although many of the theories which relate to real-life consumerism also
relate to virtual consumerism, there are psychological theories which are
especially evident in the context of video games. The behavioural perspective
proposed by B.F. Skinner suggests that certain human behaviours are the result
of a punishment and reward system which we receive from the environment:
“Skinner demonstrates that most organisms will perform repetitive behaviours
for very little randomly distributed reinforcement” (Wolf, 2001, p.173). Skinner
uses the example of taking part in the lottery, despite having very little chance
of winning and despite the financial loss we suffer in the process. When
in the environment of a video game, the desire to win is heightened. The
consequences of purchasing virtual items, such as reaching higher levels or
“Only 4% of Habbo
users began playing
the game because
they liked the items
on offer”
“The cinematic
scenes and powerful
language attract
players who want
something cool”
“Most organisms will
perform repetitive
behaviours for very
little randomly
distributed
reinforcement”
18
engaging in more social interaction, may act as reinforcement for purchasing the
items themselves. Due to the immersive nature of the video game environment,
the loss experienced during such behaviour, in this case the loss of money, is
often overlooked. If there are no negative consequences for purchasing items
in the virtual world, then reinforcement is strengthened and the pattern will
continue until a connection is made with the real world.
Where Skinner suggested that learning takes place through reinforcement,
Albert Bandura (1962, cited in Cardwell & Flanagan, 2004, pp. 34-36)
argued that we learn from observing others and imitating their behaviour, a
process he labelled the ‘social learning theory’. Traditionally the experiments
were performed on children, and the way that they behaved with a blow-up doll
depended on the observed behaviour of others with the doll. Due to the naivety
of children in such a situation, this may explain why children, or at least younger
players, are more likely to purchase virtual items. In real life they may see others
consuming, but unless they are of a similar age to them they may disregard
any resemblance to themselves and thus may not be inclined to imitate the
purchasing of items. In a video game however, it is almost impossible to
determine the age of a player; everybody looks similar to the player in question
and everybody is a role model. The social learning theory suggests that the
consequences of human behaviour determine the likelihood of repeating that
behaviour. So, if a player purchases a weapon which attracts attention, allows
them to make friends and helps them progress in the game, they are very
likely to go back and purchase more virtual items. Similarly, the work of Pierre
Bourdieu (1993, cited in Trigg, 2010, pp. 398-399) suggests an alternative social
hierarchy to Maslow’s where primary status is placed on the importance of
relationships for individual development: “Consumers watch and copy because
in doing so they learn how to spend their increased purchasing power.” It is
almost impossible for a player to determine the income of other players and
how they compare to them, so perhaps blind imitation is the main aspect of
spending habits.
“Consumers watch
and copy because
in doing so they
learn how to spend
their increased
purchasing power”
19
Based on the work of Freud and Jung, the Psychoanalysis approach
underlines the conflict between the pleasure-seeking subconscious and the
more conservative conscious minds. Carl Jung proposed that all humans share a
basic understanding of the world, which is depicted through signs and symbols
within our dreams, art and analogies. “These archetypes are translated into
standard symbols that tell the collective story of our human experience and our
search for meaning” (Wolf, 2001, pp. 174-175). This explains why video games
are so popular and immersive; they connect with the same primitive symbols
and provide players with a place to live out their aspirations and achieve a
sense of progress. The interactive medium of video games means that players
cannot only idolise a celebrity or fictitious character, but they can become
them. Much of advertising relies on selling an idea - if you wear this clothing,
you will be like professional American skateboarder Tony Hawk. However, with
video games you can go one step further; you can be Tony Hawk, and purchase
virtual clothes for your new, superior self. Players are temporarily transported to
another reality, one where there are few boundaries and if Tony Hawk can have
it, so can they. Perhaps then, the video game increases the need to succeed. In a
world where there is success, failure and not much between, the desire to spend
in order to progress is heightened.
An interesting observation by Social Psychologist Asch (1956, cited in
Cardwell & Flanangan, 2005, p. 166) suggests that those who are low of
self-esteem are more likely to conform, as they are most likely to fear rejection.
Although a very sweeping statement, many games players, especially those in
virtual chat rooms such as Habbo, are low of self-esteem and so chose to hide
behind avatars and false identities. This could suggest why the virtual economy
is so powerful; its consumers are more likely to be those looking for a quick fix
than a long-term investment. This may not be the case, however, for skill-based
games such as Team Fortress 2. Here social interaction is not a key issue, so
one would not expect a large amount of players to be concerned with being
‘liked’, although seeking acceptance is equally as common within conformity. It
could be suggested that females are more likely to be conformist than males as
they are more concerned with social relationships, and therefore are more likely
to consume virtual items.
“The interactive
medium of video
games means that
players cannot only
idolise a celebrity or
ficticious character,
but they can
become them”
“Those low of self-
esteem are more
likely to conform, as
they are most likely
to fear rejection”
20
21
The reasons for video games attracting virtual consumerism may be due
to the nature of the virtual world. In most video games, especially first
person shooters such as Team Fortress 2, violence is left unpunished and is
therefore justified. This clashes with the consequences of real life violence
where punishments, whether big or small, are always enforced. The lack of
guilt or concern about violence is reduced, and in this unreal state it seems
reasonable to suggest that their inhibitions to spend money on virtual items
would also be lessened. Desensitisation to violence may, therefore, lead to
desensitisation of finances within a world which has no boundaries. On a similar
level, desensitisation could also be applied to money. As stated earlier, a large
percentage of most video games players are in their teens or young adults,
thus are they are less likely to be earning an income and taking responsibility
for their expenses. Perhaps the purchasing of virtual items is so popular simply
because its target audience are not paying for them with their own money.
Habbo, in particular, used to be a game where users could only purchase virtual
credits with either a credit card or cheque. Very few young players had access
to these, especially not to their own, so had to ask an adult to send off the
money for them. Just like the Social Learning Theory, children quickly learn
that purchasing virtual items within a game has no negative effect on them,
and so will not hesitate to continue purchasing. Recently, however, games such
as Habbo have provided several more methods for payment. Most popular is
the use of mobile phones where a certain amount of credit is deducted, and
prepaid game cards that can be exchanged for cash in numerous high street
stores. This eliminates the need for adults or parents to input in the payment
process, and although it means children are more aware of their own finances, it
often leads to unsupervised overspending. ‘Smurfs’ Village’ (Beeline Interactive,
Inc., 2010), an online game developed for the iPhone, makes it particularly
easy for children to purchase ‘smurfberries’ - the in game currency - for real
money: “Last December, a four-year-old in New York bought about $70 worth
of smurfberries without really understanding the consequences of pushing the
‘Buy’ button in-game” (Oxford, 2011).
Similar to desensitisation is deindividuation, a psychological state of
decreased self-evaluation often used to explain antinormative behaviour online
and in computer-mediated communications. Just like a football supporter within
a crowd of other brazen supporters, gamers may get lost amongst the crowd
and forget their morals, beliefs and identity.
“Children quickly
learn that
purchasing virtual
items within a game
has no negative
effect on them,
and so will not
hesitate to continue
purchasing”
“Last December, a
four-year-old in
New York bought
about $70 worth
of smurfberries
without really
understanding the
consequences of
pushing the ‘buy’
button in-game”
22
Player immersion, “the sense of being in a world generated by the computer
instead of just using a computer” (Lombard & Ditton, 1997, cited in Ermi &
Mayra, 2005, p. 4), may play a key role in deindividuative behaviour, and also in
determining whether a person is willing to purchase virtual items: “The ferocity
with which realism has been pursued over the brief history of gaming is attested
to by the sheer pace at which new techniques and methods for making games
look more realistic have been developed” (ta, 2010). If a player is going to spend
their money, they have to know they are getting something real in return. A
term used to describe the figurative boundary which gamers need to cross to
experience the immersive realism of a game is the ‘magic circle’, “This can be
seen in the most ready explanation of time; the basically uninterrupted arrow
of player progress through the space of the game” (ta, 2010). Anything from
pop-up menus, clocks or health bars can detach a player from the world they
are entering and remind them that they are simply playing a game. Many games
use techniques to minimise these intrusions, and very few display the real-world
time in attempt to make the player forget about any tasks they might have in the
real world. Some games, such as World of Warcraft (Blizzard Entertainment,
2001), have in-game clocks with their own days, nights and seasons. This
detaches players further from real life where time and space have been altered:
“In this highly intensive state, one is fully absorbed within the activity, and
one often loses one’s sense of time and gains powerful gratification” (Ermi &
Mayra, 2005, p. 2). It is surprising, then, that Habbo and Team Fortress 2, two
games that do have a lot of ‘clutter’ on the game play screen, still sell a large
amount of virtual items. In addition, neither of these games are designed with
realism. Both have a fairly ‘cartoon’ art style and do not attempt to reference
real life particularly accurately. Perhaps then it is not visual immersion here, but
psychological immersion. The introduction of ‘real’ characters, as opposed to
computer-generated characters, may make the game more real and the tasks
more significant. In this case, “the essence of a game is rooted in its interactive
nature, and there is no game without a player” (Ermi & Mayra, 2005, p. 1).
This multiplayer mode also encourages social interaction, which removes the
potential to undo. ‘ta’ (2011) describes undoing as “a practice of play that
illustrates how videogaming is temporarily imbricated in everyday life, rather
than apart from it.” If a gamer converses with another player, or attacks them
in a certain way, they cannot withdraw their actions. If the in-game rules mimic
those of the rules players are used to in real life, perhaps the game will feel
more ‘lifelike’ and thus an acceptable place to spend money.
“In this highly
intensive state, one
is fully absorbed
within the activity,
and often loses
one’s sense of time
and gains powerful
gratification”
“The essence of a
game is rooted
in its interactive
nature, and there is
no game without a
player”
23
There does not seem to be a general consensus amongst video game
players that virtual consumerism is good nor bad, rather that it is
necessary. From analysing the survey results (see appendix), users are either
not aware of the effects of microtransactions, or they are aware but know that
there are pros and cons: “It’s good for the business side of things and adds a
competitive side to the game but it’s not good for the children desperately trying
to fit in” (Habbo survey, see appendix). Those who do purchase virtual items
do not necessarily support the system, and those who do not purchase are not
necessarily opposed to it: “It’s a revenue stream from those who want to buy
these cosmetic things for their characters, but is easily ignorable by everyone
else” (Team Fortress 2 survey, see appendix).
When asked whether they would still play Habbo if there were no furniture
to purchase or own, equal amounts of participants in the survey said they would
and would not. This suggests the diversity of people within the virtual world and
what each of them wants differently out of the game. Some are there for purely
social reasons, and for these users virtual items are not a necessity. Habbo
would be just the same to them without this element, and they may never feel
inclined to spend. Some use the site to excel in a way they cannot in the real
world or to progress in a game that will allow them to achieve, and ultimately
this is only possible by purchasing extra items.
From analysing the questionnaire results it may seem that players chose a
game based on what they want from it, and stick to that game. Over 75% of
Habbo users and TF2 players stated that they do not purchase virtual items in
any other games. Perhaps then, it is simply that Habbo users wish to socialise
and are happy to purchase virtual items within a game which allows them to do
so. Other games may not provide them with the level of social progression they
feel that they need, so they remain faithful to one game. This also enforces the
idea of justification - if they are only purchasing virtual items within one game,
C O N C L U S I O N
“Over 75% of
Habbo users and
TF2 players stated
that they do not
purchase virtual
items in any other
games”
25
it may seem reasonable for them to spend as much as they desire.
The virtual world appears to be teeming with players flaunting their virtual
commodities and promoting virtual consumerism, but perhaps it is not quite
as popular as it seems. In both the Team Fortress 2 and Habbo questionnaires
(see appendix), only 2% of participants in each said that they began playing
the game because they liked the items on offer. This suggests that virtual
commodities may be a necessity as opposed to a source of entertainment,
and may only be purchased once a player is immersed in the game and cannot
progress without them.
However, when asked what they would do if they won the lottery tomorrow,
42% of Habbo players and 40% of Team Fortress 2 players surveyed said that
they would continue to play the game but would not purchase virtual items
within it. This suggests that these items may be considered a luxury; something
that is craved but is unattainable or an unjustifiable purchase. Once these items
become affordable, perhaps they lose their appeal. This could imply then, that
the more money a player has, the less likely they are to purchase virtual items.
Virtual consumerism could simply be a case of wanting what one cannot have.
Surprisingly, a very small percentage (less than 2%) in both questionnaires
stated that if they won the lottery, they would purchase all virtual items within
that game. Perhaps this means that ultimately, the advantages of purchasing real
items outweigh the positive consequences of purchasing virtual items.
Maslow’s (1943, cited in Trigg, 2010, pp. 393-405) theory supports the idea
that gamers may purchase virtual items to climb the hierarchy of needs; to
form friendships, to elevate their self-esteem and confidence.However, perhaps
this is only because, in the virtual world, it is relatively inexpensive to do so. It
is cheaper to buy clothes and weapons; to make friends and progress in virtual
world, but perhaps if a player has ample money in the real world the virtual
hierarchy of needs loses its appeal. This appears contradictory to the amount
of players stating that they do not purchase virtual items because it is a ‘waste
of money’, yet explains why the vast majority of players ‘overspending’ on
virtual commodities are those with little money; children. Oxford (2001) argues
that “children learn how to use technology with remarkable speed, but safely
navigating Apps[2] and the internet in general isn’t an instinctive behaviour.”
It is easy to suggest that it is parents who are encouraging (or at least, not
discouraging) excessive virtual consumerism, but perhaps it is the conscious
decision of games developers to design games tailored to this particular
audience.
Video games, both online and off line, are becoming easier to play. Motion
sensors and touch screens eliminate the need to learn specific controls; the
natural movements involved echo the instinctive movements we are born
with. Games companies are not just interested in maintaining the interests of
existing gamers, but looking to draw in a new, wider audience who may be
avoiding the world of video games due to fear of not being able to play them.
Simpler controls and the accessibility of virtual items that can aid game play,
all contribute to the number of new people trying video games. Social network
games such as Farmville (Zynga, 2009) have spread so rapidly that their names
are recognised even by those who have never played the game.
“When asked what
they would do if
they won the lottery
tomorrow, 40% of
TF2 players said
that they would
continue to play
the game but would
not purchase virtual
items within it”
“Children learn
how to use
technology with
remarkable
speed, but safely
navigating Apps
and the internet
in general isn’t
an instinctive
behaviour”
26
Virtual consumerism seems to function as a means of providing to those
who want more out of a game. When the social and functional aspects
become tiresome, virtual items satisfy the hedonic needs of players who simply
want to flaunt a commodity they have purchased. Perhaps then it is a conscious
decision for games developers to reduce the amount of social, functional or
hedonic qualities in a game in order to sell it back to those who crave more.
Microsoft have recently experimented with a system called “Freemium” on
their Xbox Live Arcade, where gamers can pay one of three prices for a game,
depending on how many features they require (Reynolds, 2011). The hope is
that, after playing the ‘limited’ version, they will discover that they want the extra
features and will ultimately pay for the full game: “It sounds complicated, but
it makes perfect sense and it gives gamers the option of getting the game they
want, at the price they want to pay” (Reynolds, 2011).
This is exactly where the trend for video games is heading - offering a
preview for free or at a reduced cost and allowing gamers to decide how much
a game is worth. Unlike the traditional method of selecting a game based on
advertising and word of mouth and paying a fixed price for it, the latest gaming
allows you to ‘try before you buy’, with the knowledge that you will, most likely,
buy. Just like the carbonated drink Dr Pepper, “To try it is to love it” (Dr Pepper
slogan, 2003). Games companies regularly offer first time players a ‘taste’ of
virtual consumerism by offering free items with the expectation that they will
come back for more. This first time user experience (FTUE) draws players into
a new world, a promise that everything they dreamed of can come true; for a
small price.
It is not just virtual consumerism that affects video games; microtransactions
are everywhere. Consumers are now more likely to purchase singles on iTunes
rather than a whole album from a music store: “Now we purchase content
we want, or we skip it” (Voecks, 2009). Perhaps virtual items are so popular
because they are not confined. Purchasing a new car will not impress people
in virtual world, but purchasing a rare weapon in the virtual world may just
impress those in the real world. An emerging genre named ‘Augmented Reality’
games removes the line between reality and virtuality entirely. They require
users to explore their city, interact with strangers and push boundaries. Players
earn points within the game by completing real world tasks. An example of this
is a game called SFZero (Playtime, 2006), whose main goal is “transforming
its users’ city, country and really the entire world into a playing field where
creativity, guile, collaboration and imagination are rewarded with points, level-
ups, badges and notoriety” (Goetz, 2011). Tasks include flying a kite, creating a
public drive-in movie and burying treasure for another player to find. Evidence
of completion is posted onto the game’s website in the form of photographs
“This first time user
experience draws
players into a new
world, a promise
that everything they
dreamed of can
come true; for a
small price ”
“Now we
purchase
content we
want, or we
skip it”
27
and videos. So far, more than 6,000 players have completed over 13,00 tasks
around the world (Goetz, 2011), and as more games companies explore this
augmented reality genre, the numbers are sure to rise.
It could be suggested then, that video games and the microtransactions
within them are becoming less ‘shameful’ and more a part of everyday life.
When asked in games forums about who consumed virtual items, the majority
of people claimed that they had never bought any virtual items and disliked
the system (see appendix). It is possible that the correct audience - those who
do purchase in-game items - was not reached, but the popularity of virtual
consumerism, particularly within the case study games, suggests otherwise.
Perhaps gamers are reluctant to share their online spending habits with
‘outsiders’ who may not understand their world. Perhaps as augmented reality
games become ever more popular, everybody will be part of the same world.
Traditional consumerism and virtual consumerism will become as one, and the
‘gamer’ will cease to exist.
“Perhaps as
augmented reality
games become
ever more popular,
everybody will be
part of the same
world”
28
29
ACHIEVEMENTS
APPS (MOBILE APPLICATIONS)
MICROTRANSACTIONS
AVATAR
NOOB (N00B)
CREDITS
XBOX
STEAM
FIRST-PERSON-SHOOTER (FPS)
SULAKE CORPORATION
ITEM DROP SYSTEM
VALVE CORPORATION
VIP
[1] arbitrary challenges created by the developer to be met by the player. These may coincide with the key goals of the game itself, but they usually take place outside the confines of the game environment
[2] downloadable facilities such as games, banking and ticket purchasing,
designed to run on smart phones (such as iPhones).
[3] a graphical representation of the user or the user’s alter ego or character.
[4] a virtual currency used in many online video games, such as Habbo Hotel. Generally these have to be purchased with real money.
[5] a video game genre where game play uses first-person perspective. The game is viewed through the eyes of the protagonist, and usually only the hands and weapon are seen.
[6] the main process of item distribution within Team Fortress 2. The system distributes a random item (such as hats and weapons) to players on a regular basis until a weekly time-cap is reached.
[7] a term used for the sale of virtual goods, usually involving a very small sum of money.
[8] a derogatory term for somebody who is a ‘newbie’ to a game and often inexperienced.
[9] a pioneering game platform created by Valve Corporation that distributers and manages over 1,800 games directly to a community of more than 35 million players around the world.
[10] a Finnish social entertainment company focused on online social places and games, established in 2000. The creator of popular interactive social sites such as Habbo (2000) and Bobba Bar (2009).
[11] a special club within Habbo which players can join to get extra things, more than standard Habbos. This includes VIP furniture and access to a different wardrobe of clothing for a players avatar.
[12] a sixth-generation video game console manufactured by Microsoft
[1] an entertainment software and technology company founded in 1996. The creator of many popular games such as Team Fortress 2 (2007), Half Life 2 (2004) and Portal (2007).
30
ATKINS, B.
BRYCE, J. & RUTTER, J.
EYLES, M. & EGLIN, R.
MCGARBVEY, S.
CALLEJA, G.
ERMI, L. & MAYRA, E.
MOJANG AB
NEWMAN, J.
CARDWELL, M . & FLANAGAN, C.
LENNON, J. & MCCARTNEY, P.
FUCHIKOMA
MOLESWORTH, M.
NOBLE, N. & RUIZ, K.
COWAN-JENSSEN, S. & GOODISON, L.
LIEW, J.
GOETZ, A.
MOLESWORTH, M.
DRENNAN, P. & KEEFE, D.A.
MARANO, H.E.
JAKOBSSON, M.
MOLESWORTH, M. & DENEGRI-KNOTT, J.
LAMIA, M.C.
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