Peer-Pressure? A Motivation-Focused Taxonomy of Social Mechanics in Microtransaction-Based Mobile Games

This study by Elena Petrovskaya of the University of York aims to build a taxonomy of social mechanics in free-to-play mobile games that motivate players to make in-game purchases. Prior research has linked social features with microtransaction spending, but no comprehensive classification of the social elements tied to purchasing existed. The work distinguishes itself by focusing on mobile games broadly rather than social games specifically, situating its analysis in a particular geographic context, and explicitly incorporating player motivation to spend because of social design.

The methodology combines two parts. First, the researcher analyzed 25 top-grossing mobile games from the Apple App Store and Google Play Store through light play, identifying the opportunities these games offer players to interact with one another. Second, a survey of 109 players, recruited from the subreddits of the relevant games, asked whether they had encountered these social elements, whether those elements prompted spending they might not otherwise have undertaken, and why. The survey also separated feelings of design-driven pressure from spending motivated by enjoyment shared with friends. The analysis is described as ongoing at the time of presentation, with the researcher noting that results are preliminary.

Across the examined games, 15 social mechanics were identified, grouped into four categories: being part of a team, competing against other human players, social capital, and real-life friends. Early findings indicate that team-related mechanics most strongly influence spending decisions. Team goals were the most frequently cited motivator (N=54), followed by competition against other teams (N=48) and limited-time challenges (N=44). Respondents described direct pressure from teammates, in-team comparison, and the motivation to help new friends made through teams as factors in their purchasing.