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

TL;DR

This study investigates deceptive design during a game's shift to Free-to-Play, using Overwatch and its OW2 transition as a case study. It employs a two-phase methodology comprising a systematic OW2 OW1 game-mechanics analysis to identify $9$ deceptive mechanics mapping to $12$ patterns, and a thematic Reddit analysis (from $n=346$ posts) to link those patterns to player experiences. The findings reveal pervasive time-sink, money-sink, social, and psychological tactics that correlate with predatory marketing, disappointment, and worsened publisher reputation, while also offering remedies such as improved rewards, fair pricing, and transparent communication. The work highlights the central role of player perception in detecting deceptive design and argues for more comprehensive, game-specific taxonomies to guide ethical game-design practices during business-model transitions. Overall, the paper provides actionable guidance for designers and publishers to balance player investments with fair rewards, preserve fundamental motivation, and build trust during F2P transitions, with implications for industry ethics and player rights.

Abstract

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

Figures (9)

• Figure 1: Battle Pass from OW2 season 2. Each level requires 10,000 XPs (Grinding) and rewards players with an item (Aesthetic Manipulation). A total of 80 "premium" items are only for players who paid premium fee (Anchoring Tricks). The progress resets every season OW2seasonduration (Fear of Missing Out and Infinite Treadmill).
• Figure 2: Weekly Challenges from OW2. The completion of each challenge offers 5,000 XPs (Grinding). Upon the completion of 4, 8, and 11 challenges, players can obtain 30, 20, and 10 OW coins (Endowed Progress). The progress resets every week (Fear of Missing Out).
• Figure 3: OW2 Game Shop from season 2 with bundles (Anchoring Tricks) and "featured" items in a price that is different from amount of purchasable coins (Waste Aversion). Items refreshes periodically (Artificial Scarcity).
• Figure 4: OW coins purchasable with real money (Premium Currency).
• Figure 5: The new unlockable character from OW2 season 1. Players who have purchased the premium Battle Pass can unlock this character once they complete level 1. Other players can unlock this character once they complete level 55 (Grinding). Players who miss this opportunity will need to complete character-specific challenges in later seasons, a much lengthier and more difficult path of obtainment (Fear of Missing Out).