The Avatar's new clothes: Understanding why players purchase non-functional items in free-to-play games. (February 2019)

• Record Type: Journal Article
• Authors: Marder, Ben; Gattig, David; Collins, Emily; Pitt, Leyland; Kietzmann, Jan; Erz, Antonia
• Is Part Of: Computers in human behavior. Volume 91(2019)
• Page Start: 72
• Page End: 83
• Publication Date: 2019-02
• Subjects: Virtual-items -- Motivation -- Free-to-play -- Online games -- Purchase; Interactive computer systems -- Periodicals; Man-machine systems -- Periodicals; 004.019
• DOI: 10.1016/j.chb.2018.09.006
• Languages: English
• ISSNs: 0747-5632

Abstract

Abstract: Free-to-play online games create significant revenues through sales of virtual items. The argument that the sale of items that provide a competitive advantage (functional items) fuels a pay-to-win culture has attracted developers to business models that are solely based on the sale of non-functional items (items that provide no objective competitive advantage). However, the motivations for purchasing non-functional items remain under-examined. The present study therefore provides an exploration of hedonic, social, and utilitarian motivations underpinning purchase of virtual items within the top-grossing free-to-play game League of Legends. From interviews with 32 players, a number of motivations are identified and presented. In addition, a novel finding is that motivation for purchase may not stem from the value in the item but lie in the act of purchasing itself as a means of transferring money to the developer. Highlights: Significant revenues in free-to-play online games through sales of virtual items. Purists detest "win-at-all-costs" mentality where real-world wealthy players enjoy advantage. Many games now give free "essential items", and so fund by selling non-functional items. However, the motivations for purchasing non-functional items remain under-examined. Novel finding: purchase motivation is simply to transfer money to the developer, to keep playing.