2024
Macey, Joseph; Hamari, Juho; Adam, Martin
A Conceptual Framework for Understanding and Identifying Gamblified Experiences Journal Article
In: Computer in Human Behavior, vol. 152, 2024, ISSN: 0747-5632.
Abstract | Links | Tags: Convergence, Digital media, Gamblification, Gambling, Monetisation, Video games
@article{Macey2024,
title = {A Conceptual Framework for Understanding and Identifying Gamblified Experiences},
author = {Joseph Macey and Juho Hamari and Martin Adam},
url = {https://doi.org/10.1016/j.chb.2023.108087
https://www.sciencedirect.com/science/article/pii/S0747563223004387},
doi = {10.1016/j.chb.2023.108087},
issn = {0747-5632},
year = {2024},
date = {2024-03-31},
urldate = {2024-03-31},
journal = {Computer in Human Behavior},
volume = {152},
abstract = {Gamblification, i.e. the use of gambling as a tool to influence consumer decision-making, has most recently been associated with the monetisation of digital games. Yet, despite such implementations receiving the majority of attention, gamblification is not restricted to this context. Indeed, it is becoming increasingly visible across a range of media products and services, with the potential to be used to achieve pro-social as well as commercial aims. Given the varied implementations of gamblification, it is important to develop tools and methods which allow gamblified experiences and interactions to be investigated and analysed; thereby providing a basis for in-depth investigation by relevant stakeholders. This work presents a conceptual framework for identifying and evaluating the components which constitute gamblified experiences. It then applies the framework to an online health and wellbeing service in order to illustrate the application of the framework and the knowledge it generates. In addition to providing a practical tool for identifying and assessing gamblified products and services across a range of contexts, this work also offers theoretical insights into our understanding and interpretation of gamblified experiences. It draws from a wide range of disciplines and sources to deepen understanding of a topic which is growing in both social and economic significance. In addition, the importance of ethical implications in understanding the impact upon both individuals and wider society is underscored. While also highlighting that the potential success, or otherwise, of gamblified experiences in realising intended outcomes is impacted by the motivational drivers they gratify.},
keywords = {Convergence, Digital media, Gamblification, Gambling, Monetisation, Video games},
pubstate = {published},
tppubtype = {article}
}
Gamblification, i.e. the use of gambling as a tool to influence consumer decision-making, has most recently been associated with the monetisation of digital games. Yet, despite such implementations receiving the majority of attention, gamblification is not restricted to this context. Indeed, it is becoming increasingly visible across a range of media products and services, with the potential to be used to achieve pro-social as well as commercial aims. Given the varied implementations of gamblification, it is important to develop tools and methods which allow gamblified experiences and interactions to be investigated and analysed; thereby providing a basis for in-depth investigation by relevant stakeholders. This work presents a conceptual framework for identifying and evaluating the components which constitute gamblified experiences. It then applies the framework to an online health and wellbeing service in order to illustrate the application of the framework and the knowledge it generates. In addition to providing a practical tool for identifying and assessing gamblified products and services across a range of contexts, this work also offers theoretical insights into our understanding and interpretation of gamblified experiences. It draws from a wide range of disciplines and sources to deepen understanding of a topic which is growing in both social and economic significance. In addition, the importance of ethical implications in understanding the impact upon both individuals and wider society is underscored. While also highlighting that the potential success, or otherwise, of gamblified experiences in realising intended outcomes is impacted by the motivational drivers they gratify.
2023
Mattinen, Topias; Macey, Joseph; Hamari, Juho
A Ruse by Any Other Name: Comparing Loot Boxes and Collectible Card Games Using Magic Arena Journal Article
In: Proceedings of the ACM on Human-Computer Interaction, vol. 7, iss. CHI PLAY, pp. 721-747, 2023.
Abstract | Links | Tags: Applied computing, Booster Packs, Collectible Card Games, Computer games, Computers in other domains, Convergence, Gamblification, Gaming and Gambling, Interactive games, Loot boxes, Sovware and its engineering, Virtual worlds sovware
@article{Mattinen2023b,
title = {A Ruse by Any Other Name: Comparing Loot Boxes and Collectible Card Games Using Magic Arena},
author = {Topias Mattinen and Joseph Macey and Juho Hamari},
url = {https://doi.org/10.1145/3611047
https://dl.acm.org/doi/10.1145/3611047
https://dl.acm.org/doi/pdf/10.1145/3611047},
doi = {10.1145/3611047},
year = {2023},
date = {2023-10-04},
urldate = {2023-10-04},
journal = {Proceedings of the ACM on Human-Computer Interaction},
volume = {7},
issue = {CHI PLAY},
pages = {721-747},
abstract = {The convergence of gaming and gambling, known as "gamblification", has been a topic of increasing interest in recent years. Loot boxes, i.e., rewards offering randomized content in exchange for money or time, have been a particular focal point. Research has shown links between excessive loot box consumption and problematic consumption behaviors, leading to several attempts to regulate loot boxes. Arguments against regulation have been that loot boxes are conceptually and structurally akin to other unregulated game formats, such as collectible card games. However, this discourse is often without deeper analysis of the mechanics of different products at the center of convergence. Therefore, to add to this knowledge, this article examines the similarities and differences between booster packs in Magic Arena, their physical counterparts in Magic: The Gathering, and loot boxes included in digital games. Particular attention is paid to the ways in which these booster packs compare to loot boxes in terms of consumption patterns, visual appearance, contextual factors, and regulation. Analysis reveals that digital booster packs in Magic Arena differ from both loot boxes and physical card packs, both due to their direct impact on gameplay, and their unique features afforded by the digital environment in which they exist.},
keywords = {Applied computing, Booster Packs, Collectible Card Games, Computer games, Computers in other domains, Convergence, Gamblification, Gaming and Gambling, Interactive games, Loot boxes, Sovware and its engineering, Virtual worlds sovware},
pubstate = {published},
tppubtype = {article}
}
The convergence of gaming and gambling, known as "gamblification", has been a topic of increasing interest in recent years. Loot boxes, i.e., rewards offering randomized content in exchange for money or time, have been a particular focal point. Research has shown links between excessive loot box consumption and problematic consumption behaviors, leading to several attempts to regulate loot boxes. Arguments against regulation have been that loot boxes are conceptually and structurally akin to other unregulated game formats, such as collectible card games. However, this discourse is often without deeper analysis of the mechanics of different products at the center of convergence. Therefore, to add to this knowledge, this article examines the similarities and differences between booster packs in Magic Arena, their physical counterparts in Magic: The Gathering, and loot boxes included in digital games. Particular attention is paid to the ways in which these booster packs compare to loot boxes in terms of consumption patterns, visual appearance, contextual factors, and regulation. Analysis reveals that digital booster packs in Magic Arena differ from both loot boxes and physical card packs, both due to their direct impact on gameplay, and their unique features afforded by the digital environment in which they exist.
2022
Macey, Joseph; Hamari, Juho
Gamblification: A Definition Journal Article
In: New Media & Society, vol. Pre-print, 2022, ISSN: 1461-4448.
Abstract | Links | Tags: Consumption, Convergence, Decision-making, Digital games, Digital media, Gamblification, Gambling, Gamification, Loot boxes, Video games
@article{Macey2022b,
title = {Gamblification: A Definition},
author = {Joseph Macey and Juho Hamari},
url = {https://journals.sagepub.com/doi/10.1177/14614448221083903},
doi = {https://doi.org/10.1177/14614448221083903},
issn = {1461-4448},
year = {2022},
date = {2022-03-17},
journal = {New Media & Society},
volume = {Pre-print},
abstract = {In recent years, gambling has become increasingly prominent in everyday life; the term ‘gamblification’ first emerged in the late 2000s and was used to describe the colonisation of sports and sporting cultures by the gambling industry. Since that time, gamblification has been used to describe a range of phenomena in increasingly diffuse contexts; it has been variously used as a proxy for the convergence of gaming and gambling, to describe specific monetisation practices, or as a means of motivating consumer behaviours. Conceptual clarity has been further muddied by the positioning of gamblification as a form of gamification. This work provides a definition of gamblification, which draws upon and consolidates existing uses of the term while also providing a lens through which the differing aspects of gamblification can be understood and appraised. By doing so, this work will establish a clear conceptual framework, which can structure in-depth discussions of this multi-dimensional phenomenon.},
keywords = {Consumption, Convergence, Decision-making, Digital games, Digital media, Gamblification, Gambling, Gamification, Loot boxes, Video games},
pubstate = {published},
tppubtype = {article}
}
In recent years, gambling has become increasingly prominent in everyday life; the term ‘gamblification’ first emerged in the late 2000s and was used to describe the colonisation of sports and sporting cultures by the gambling industry. Since that time, gamblification has been used to describe a range of phenomena in increasingly diffuse contexts; it has been variously used as a proxy for the convergence of gaming and gambling, to describe specific monetisation practices, or as a means of motivating consumer behaviours. Conceptual clarity has been further muddied by the positioning of gamblification as a form of gamification. This work provides a definition of gamblification, which draws upon and consolidates existing uses of the term while also providing a lens through which the differing aspects of gamblification can be understood and appraised. By doing so, this work will establish a clear conceptual framework, which can structure in-depth discussions of this multi-dimensional phenomenon.
Macey, Joseph; Bujić, Mila
The Talk of the Town: Community Perspectives on Loot Boxes Book Section
In: Ruotsalainen, Maria; Törhönen, Maria; Karhulahti, Veli-Matti (Ed.): Modes of Esports Engagement in Overwatch, pp. 199-223, Palgrave Macmillan, 2022, ISBN: 978-3-030-82766-3.
Abstract | Links | Tags: Content analysis, Convergence, Gambling, Legal, Loot boxes, Overwatch
@incollection{Macey2022,
title = {The Talk of the Town: Community Perspectives on Loot Boxes},
author = {Joseph Macey and Mila Bujić
},
editor = {Maria Ruotsalainen and Maria Törhönen and Veli-Matti Karhulahti},
url = {https://link.springer.com/book/10.1007/978-3-030-82767-0},
doi = {https://doi.org/10.1007/978-3-030-82767-0_11},
isbn = {978-3-030-82766-3},
year = {2022},
date = {2022-03-10},
urldate = {2022-03-10},
booktitle = {Modes of Esports Engagement in Overwatch},
pages = {199-223},
publisher = {Palgrave Macmillan},
abstract = {Loot boxes are a common monetization mechanic in the contemporary games industry. However, an increasing number of regulatory bodies have been investigating loot boxes, with several having concluded that they constitute gambling. There is, however, a lack of consensus, with some authorities concentrating on the way loot boxes are obtained, while others consider the value of their contents. Overwatch is particularly affected by this disparity as it remains legal in some jurisdictions but not in others. In order to understand the role and function of loot boxes, an expert analysis must be complemented with consumer voices. This chapter utilizes content analysis to investigate discussions of loot boxes in Overwatch fan communities, identifying several prominent themes: monetization, effects, contents, gambling, regulation, alternatives, and their specifics in Overwatch.},
keywords = {Content analysis, Convergence, Gambling, Legal, Loot boxes, Overwatch},
pubstate = {published},
tppubtype = {incollection}
}
Loot boxes are a common monetization mechanic in the contemporary games industry. However, an increasing number of regulatory bodies have been investigating loot boxes, with several having concluded that they constitute gambling. There is, however, a lack of consensus, with some authorities concentrating on the way loot boxes are obtained, while others consider the value of their contents. Overwatch is particularly affected by this disparity as it remains legal in some jurisdictions but not in others. In order to understand the role and function of loot boxes, an expert analysis must be complemented with consumer voices. This chapter utilizes content analysis to investigate discussions of loot boxes in Overwatch fan communities, identifying several prominent themes: monetization, effects, contents, gambling, regulation, alternatives, and their specifics in Overwatch.
2021
Macey, Joseph
A Whole New Ball Game: The Growing Prevalence of Video Game-Related Gambling PhD Thesis
2021, ISBN: 978-952-03-2190-1.
Abstract | Links | Tags: Addiction, Betting, Cognitive bias, Consumption, Convergence, Digital media, Electronic sports, Free-to-play, Gamblification, Gambling, Gamification, Gaming, Loot boxes, MSSC, Problem gambling, Skins gambling, Video games, Virtual goods
@phdthesis{Macey2021b,
title = {A Whole New Ball Game: The Growing Prevalence of Video Game-Related Gambling},
author = {Joseph Macey},
url = {https://urn.fi/URN:ISBN:978-952-03-2191-8},
isbn = {978-952-03-2190-1},
year = {2021},
date = {2021-12-01},
publisher = {Tampere University},
abstract = {Recent decades have seen the parallel trends of the growing liberalisation of gambling practices and the increasing significance of games as both entertainment media and cultural reference points. It is, therefore, unsurprising that there has been a rapid convergence between video game play and gambling; it is a process in which traditional distinctions are becoming increasingly blurred, creating not only new activities and driving the development of new social relationships and consumption practices.
The convergence of gaming and gambling facilitated by digital technologies has become the subject of growing academic attention in in recent years, spurred by the rapidly growing social and economic impact of these digital media products. Much attention has been focused on the in-game items known as loot boxes, however, there are many more examples of gambling, and gambling-like mechanics, being used to drive player engagement and, consequently, monetisation. Concerns have been raised about such developments, with commentators arguing that they are inherently exploitative, that they normalise gambling and gambling-like interactions, and that they encourage problematic consumption.
At the time this research was conducted, there existed a significant and notable dearth of empirical work addressing video games and gambling, with what published works there were predominantly focusing on legal and regulatory issues. The aim of this dissertation, therefore, is to investigate the emerging phenomenon of video game-related gambling (such as esports betting, virtual item lotteries, loot boxes, and other emergent practices) and its connection to video gaming habits, maladaptive cognitions, and motivations for consumption of online services. The work is divided into a series of complementary perspectives that, in unison, provide both depth and breadth to the investigation.
This dissertation constitutes the first empirical work dedicated to the study of video game-related gambling as a distinct topic; previously, work in this area had addressed individual activities, for example SCG or esports betting. In particular, the articles included as part of this work were among the first to address the role of loot boxes and other virtual items in facilitating gambling related to video games, an issue which has since gathered significant attention from within academia and beyond. Furthermore, this work provides a record of video game-related gambling at a key period of its development, a time of significant change and increased attention from those both inside and outside of the video game ecosystem.
Whereas prior works had examined populations of video game players, esports fans, or gamblers, this work is the first to identify those who reside at the intersection of these groups: those who participate in video game-related gambling specifically. A particular contribution of this work has been to highlight the presence of under-age individuals in the video game-gambling ecosystem. This is a group who are often absent from such studies, despite the increased risks known to be associated with early exposure to gambling.
Building upon these areas, this dissertation includes one of the first studies of gambling-related cognitions among video gamers who gamble; as a result of this work it developed the first measure for identifying such cognitions in this population. At the same time providing knowledge which can improve established measures used to identify gambling-related cognitions in traditional gambling populations, for example in reference to the ways in which luck and skill are conceptualised.
The knowledge generated by this body of work, both practical and theoretical, has contributed greatly to understanding the relationships between video game play and gambling behaviour. It has added to the growing body of evidence which questions the perspective that playing video games contributes directly to the development of problematic gambling. Instead, it highlights the influence of contextual factors, such as the surrounding consumption cultures associated with particular games or media formats, which are of greater significance to the development of gambling behaviours, rather than simply playing games.
All four articles included in this work employ quantitative methodologies in order to gain high-level insights into the phenomenon; they are among the first empirical investigations of video game-related gambling and its varied manifestations and, as such, provide a foundation upon which further research into specific phenomena can be built, while also serving as a record of activities and behaviours during a period of notable change in the field.},
keywords = {Addiction, Betting, Cognitive bias, Consumption, Convergence, Digital media, Electronic sports, Free-to-play, Gamblification, Gambling, Gamification, Gaming, Loot boxes, MSSC, Problem gambling, Skins gambling, Video games, Virtual goods},
pubstate = {published},
tppubtype = {phdthesis}
}
Recent decades have seen the parallel trends of the growing liberalisation of gambling practices and the increasing significance of games as both entertainment media and cultural reference points. It is, therefore, unsurprising that there has been a rapid convergence between video game play and gambling; it is a process in which traditional distinctions are becoming increasingly blurred, creating not only new activities and driving the development of new social relationships and consumption practices.
The convergence of gaming and gambling facilitated by digital technologies has become the subject of growing academic attention in in recent years, spurred by the rapidly growing social and economic impact of these digital media products. Much attention has been focused on the in-game items known as loot boxes, however, there are many more examples of gambling, and gambling-like mechanics, being used to drive player engagement and, consequently, monetisation. Concerns have been raised about such developments, with commentators arguing that they are inherently exploitative, that they normalise gambling and gambling-like interactions, and that they encourage problematic consumption.
At the time this research was conducted, there existed a significant and notable dearth of empirical work addressing video games and gambling, with what published works there were predominantly focusing on legal and regulatory issues. The aim of this dissertation, therefore, is to investigate the emerging phenomenon of video game-related gambling (such as esports betting, virtual item lotteries, loot boxes, and other emergent practices) and its connection to video gaming habits, maladaptive cognitions, and motivations for consumption of online services. The work is divided into a series of complementary perspectives that, in unison, provide both depth and breadth to the investigation.
This dissertation constitutes the first empirical work dedicated to the study of video game-related gambling as a distinct topic; previously, work in this area had addressed individual activities, for example SCG or esports betting. In particular, the articles included as part of this work were among the first to address the role of loot boxes and other virtual items in facilitating gambling related to video games, an issue which has since gathered significant attention from within academia and beyond. Furthermore, this work provides a record of video game-related gambling at a key period of its development, a time of significant change and increased attention from those both inside and outside of the video game ecosystem.
Whereas prior works had examined populations of video game players, esports fans, or gamblers, this work is the first to identify those who reside at the intersection of these groups: those who participate in video game-related gambling specifically. A particular contribution of this work has been to highlight the presence of under-age individuals in the video game-gambling ecosystem. This is a group who are often absent from such studies, despite the increased risks known to be associated with early exposure to gambling.
Building upon these areas, this dissertation includes one of the first studies of gambling-related cognitions among video gamers who gamble; as a result of this work it developed the first measure for identifying such cognitions in this population. At the same time providing knowledge which can improve established measures used to identify gambling-related cognitions in traditional gambling populations, for example in reference to the ways in which luck and skill are conceptualised.
The knowledge generated by this body of work, both practical and theoretical, has contributed greatly to understanding the relationships between video game play and gambling behaviour. It has added to the growing body of evidence which questions the perspective that playing video games contributes directly to the development of problematic gambling. Instead, it highlights the influence of contextual factors, such as the surrounding consumption cultures associated with particular games or media formats, which are of greater significance to the development of gambling behaviours, rather than simply playing games.
All four articles included in this work employ quantitative methodologies in order to gain high-level insights into the phenomenon; they are among the first empirical investigations of video game-related gambling and its varied manifestations and, as such, provide a foundation upon which further research into specific phenomena can be built, while also serving as a record of activities and behaviours during a period of notable change in the field.
The convergence of gaming and gambling facilitated by digital technologies has become the subject of growing academic attention in in recent years, spurred by the rapidly growing social and economic impact of these digital media products. Much attention has been focused on the in-game items known as loot boxes, however, there are many more examples of gambling, and gambling-like mechanics, being used to drive player engagement and, consequently, monetisation. Concerns have been raised about such developments, with commentators arguing that they are inherently exploitative, that they normalise gambling and gambling-like interactions, and that they encourage problematic consumption.
At the time this research was conducted, there existed a significant and notable dearth of empirical work addressing video games and gambling, with what published works there were predominantly focusing on legal and regulatory issues. The aim of this dissertation, therefore, is to investigate the emerging phenomenon of video game-related gambling (such as esports betting, virtual item lotteries, loot boxes, and other emergent practices) and its connection to video gaming habits, maladaptive cognitions, and motivations for consumption of online services. The work is divided into a series of complementary perspectives that, in unison, provide both depth and breadth to the investigation.
This dissertation constitutes the first empirical work dedicated to the study of video game-related gambling as a distinct topic; previously, work in this area had addressed individual activities, for example SCG or esports betting. In particular, the articles included as part of this work were among the first to address the role of loot boxes and other virtual items in facilitating gambling related to video games, an issue which has since gathered significant attention from within academia and beyond. Furthermore, this work provides a record of video game-related gambling at a key period of its development, a time of significant change and increased attention from those both inside and outside of the video game ecosystem.
Whereas prior works had examined populations of video game players, esports fans, or gamblers, this work is the first to identify those who reside at the intersection of these groups: those who participate in video game-related gambling specifically. A particular contribution of this work has been to highlight the presence of under-age individuals in the video game-gambling ecosystem. This is a group who are often absent from such studies, despite the increased risks known to be associated with early exposure to gambling.
Building upon these areas, this dissertation includes one of the first studies of gambling-related cognitions among video gamers who gamble; as a result of this work it developed the first measure for identifying such cognitions in this population. At the same time providing knowledge which can improve established measures used to identify gambling-related cognitions in traditional gambling populations, for example in reference to the ways in which luck and skill are conceptualised.
The knowledge generated by this body of work, both practical and theoretical, has contributed greatly to understanding the relationships between video game play and gambling behaviour. It has added to the growing body of evidence which questions the perspective that playing video games contributes directly to the development of problematic gambling. Instead, it highlights the influence of contextual factors, such as the surrounding consumption cultures associated with particular games or media formats, which are of greater significance to the development of gambling behaviours, rather than simply playing games.
All four articles included in this work employ quantitative methodologies in order to gain high-level insights into the phenomenon; they are among the first empirical investigations of video game-related gambling and its varied manifestations and, as such, provide a foundation upon which further research into specific phenomena can be built, while also serving as a record of activities and behaviours during a period of notable change in the field.
2020
Macey, Joseph; Kinnunen, Jani
The Convergence of Play: Interrelations of Social Casino Gaming, Gambling, and Digital Gaming in Finland Journal Article
In: International Gambling Studies, vol. 20, iss. 3, pp. 414-435, 2020, ISSN: 1445-9795.
Abstract | Links | Tags: Convergence, Digital games, Gambling, Online environments, Social casino games
@article{Macey2020,
title = {The Convergence of Play: Interrelations of Social Casino Gaming, Gambling, and Digital Gaming in Finland},
author = {Joseph Macey and Jani Kinnunen},
doi = {10.1080/14459795.2020.1770834},
issn = {1445-9795},
year = {2020},
date = {2020-09-01},
journal = {International Gambling Studies},
volume = {20},
issue = {3},
pages = {414-435},
abstract = {This study provides an overview of the interactions between the playing of digital games, gambling activities and Social Casino Games (SCG) in the Finnish context. Earlier studies of SCG playing have predominantly focused on US and Australian markets, and have not included digital gaming in examinations. This study uses cross-tabulation to analyze data from a nationally representative survey (n = 946). SCG play was found to be associated with lower levels of educational attainment, younger males, increased digital game play, gambling in digital games, increased use of free-to-play (F2P) games, and microtransactions. Finally, positive associations were found to exist with established forms of gambling, both online and offline. The findings of this research contribute to the understanding of growing convergence between digital gaming and gambling as it is the first to consider digital game play, SCG play and participation in gambling holistically. It found stronger associations between digital game play and SCG play than between gambling consumption and SCG play, thereby highlighting the importance of context in relationships between digital game consumption and gambling. Furthermore, younger generations of Finns are likely to experience convergent gambling-gaming elements in digital gaming platforms and online environments before engaging in traditional gambling activities.},
keywords = {Convergence, Digital games, Gambling, Online environments, Social casino games},
pubstate = {published},
tppubtype = {article}
}
This study provides an overview of the interactions between the playing of digital games, gambling activities and Social Casino Games (SCG) in the Finnish context. Earlier studies of SCG playing have predominantly focused on US and Australian markets, and have not included digital gaming in examinations. This study uses cross-tabulation to analyze data from a nationally representative survey (n = 946). SCG play was found to be associated with lower levels of educational attainment, younger males, increased digital game play, gambling in digital games, increased use of free-to-play (F2P) games, and microtransactions. Finally, positive associations were found to exist with established forms of gambling, both online and offline. The findings of this research contribute to the understanding of growing convergence between digital gaming and gambling as it is the first to consider digital game play, SCG play and participation in gambling holistically. It found stronger associations between digital game play and SCG play than between gambling consumption and SCG play, thereby highlighting the importance of context in relationships between digital game consumption and gambling. Furthermore, younger generations of Finns are likely to experience convergent gambling-gaming elements in digital gaming platforms and online environments before engaging in traditional gambling activities.