Product design and psychology: Exploring Gacha Mechanics in Video Game Design

Keywords: Gacha Mechanics, Gaming Industry, Psycho-Manipulation, Player Behavior, Case Studies.

Capsule toy machines in Hong Kong By Mk2010 — Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=22159895

Abstract:

This research paper delves into the intricate relationship between game design and psychology, with a concentrated focus on ‘Gacha’ mechanics prevalent in the gaming sector. Originating from Japanese toy vending machines, the Gacha system has grown to be a powerful tool in shaping player behaviour. The paper illuminates the conceptual framework underlying Gacha mechanics, emphasizing its capabilities in manipulating player actions and decisions. Through an exhaustive examination, this study presents a detailed understanding of its psycho-manipulative attributes and supports its findings with specific case studies from the gaming industry. The work serves as a comprehensive exploration of the influence and ramifications of Gacha mechanics in contemporary game design.

Introduction:

The Gacha system, inspired by Japanese toy vending machines, stands as a hallmark strategy in the contemporary gaming industry. Fundamental to its design is the ‘loot box’ principle, where players invest financially with hopes of securing a randomized item, the allure of which varies in rarity. Beyond mere chance-based rewards, this mechanic intriguingly intersects with deep-rooted psychological tendencies, captivating human desires for unpredictable outcomes and rewards. Such mechanics are not mere playful inclusions; they strategically bolster player retention and significantly influence revenue streams. As the following sections will expound upon, the Gacha system is much more than a gaming novelty; it carries potent psycho-manipulative attributes. Through a detailed exploration, this paper seeks to unravel the underlying psychological tenets that grant Gacha mechanics their notable efficacy, further enriching the discourse with industry-specific case studies that spotlight its transformative impact.

Theoretical Foundation of Gacha Mechanics:

Gacha mechanics, now pervasive in the gaming industry, find their roots in the foundational theories of behavioral psychology, particularly the principles outlined by B.F. Skinner concerning operant conditioning. Delving deeper into the theoretical underpinnings of Gacha mechanics, we encounter an alignment with Skinner’s variable-ratio schedule — a schedule of reinforcement wherein responses are reinforced after an unpredictable number of responses. This unpredictable nature of reinforcement, as Skinner posited, leads to high rates of response, which persists even in the sporadic or even absent delivery of rewards.

Such a system bears stark resemblance to the operations of Gacha mechanics in games. For instance, in “Fire Emblem Heroes,” players use virtual currency — either organically accrued within the game or procured through real-world monetary transactions — to obtain randomized characters. The exhilaration associated with acquiring a rare and formidable character, with its inherent unpredictability, mirrors the principles of gambling, a pursuit universally acknowledged for its addictive qualities. Drawing a parallel, “Genshin Impact” deploys a similar methodology, allowing players to utilize Primogems, the in-game currency, to secure weapons or characters, each acquisition bearing its own element of unpredictability and potential reward.

In essence, these game designs intricately weave the principles of operant conditioning into their fabric, utilizing the powerful allure of unpredictable rewards to foster player engagement. Such mechanisms, grounded in well-established psychological theories, underscore the reason for the profound addictiveness and wide-reaching success of Gacha-based games in contemporary gaming culture.

The Psychological Framework of Gacha Mechanics:

Gacha mechanics can be analysed through the lens of operant conditioning, specifically Skinner’s variable-ratio reinforcement schedule. This schedule, characterized by delivering rewards after an unpredictable number of responses, results in a high response rate and resistance to extinction. This parallels the randomized reward mechanism in Gacha systems, which fosters a sense of persistent anticipation and engagement in players.

The Psycho-Manipulative Dimension:

The realm of Gacha mechanics, deeply entrenched in the gaming industry, employs an array of psychologically manipulative strategies designed to maintain player engagement and promote continued monetary investments. Central to this design are mechanisms such as the ‘near-miss effect and the ‘sunk cost’ fallacy, which, when operationalized, tap into core human cognitive tendencies.

The ‘near-miss effect is particularly intriguing. It is inextricably tied to the psychological construct of cognitive dissonance, a state wherein players, upon achieving an outcome tantalizingly close to the desired result, experience a tension between expectation and reality. This tension acts as a catalyst, driving players towards further attempts in the game with the hope of reconciling their near victories with an eventual success. The result is an increased commitment, both in terms of time and financial resources.

Complementing this is the ‘sunk cost fallacy.’ Here, players, having already invested significant amounts into the game, feel compelled to continue their engagement and expenditure to justify their prior commitments. Rather than cutting losses and ceasing further investment, the players become ensnared in a self-perpetuating cycle, driven by the rationale that prior investments must not be rendered futile.

In synthesizing these observations, it becomes evident that Gacha mechanics do not operate in isolation. Instead, they deftly intertwine with key psychological processes, cultivating an environment where players are subtly steered towards continued engagement and, more critically, perpetual investment.

Further Psychological Aspects:

The Zeigarnik effect, where people remember uncompleted tasks better than completed ones, also fuels Gacha mechanics. Incomplete character collections or unachieved rarities compel players to persist. Moreover, the endowed progress effect, where players are more motivated if they perceive they’ve made some progress, is strategically utilized by Gacha games, often providing a few free pulls or easy-to-earn currencies early on.

Ethical Considerations and Policy Implications:

Gacha mechanics, while undeniably advantageous for bolstering the financial health of gaming companies, stand at the crossroads of significant ethical dilemmas. At the heart of this quandary is their inherent resemblance to gambling paradigms, a feature that holds the potential to cultivate and reinforce addictive tendencies. Such mechanics, with their random reward structures, might not only be captivating but also perilous, especially when considering vulnerable demographics such as minors. Given these potent implications, it is imperative to not only recognize but also proactively address these ethical challenges. As underscored in this paper, there emerges a pressing necessity for the formulation and enforcement of comprehensive regulations and industry-wide norms. Such initiatives would not only safeguard the interests of players but also act as a bulwark against the possible misuse and overextension of these mechanics. In framing these policies, special emphasis should be placed on mitigating potential harm, with particular attention directed towards safeguarding vulnerable populations like minors from the more deleterious influences of Gacha systems.

Case Studies from the Gaming Industry:

Case Study 1: Fire Emblem Heroes

In “Fire Emblem Heroes,” the use of the Gacha system has resulted in a highly engaged player base. Players use virtual currency to summon random heroes, with rarer heroes having lower chances of being pulled. The uncertainty of outcomes has been linked to elevated dopamine levels in the brain, thereby creating a pleasurable feedback loop that reinforces the purchase behaviour.

Case Study 2: Genshin Impact

“Genshin Impact” applies Gacha mechanics through its ‘Wish’ system. The game periodically introduces limited-time banners that allow players to ‘wish’ for specific characters or weapons. This scarcity principle, combined with the randomized outcomes, effectively exploits the Fear of Missing Out (FOMO) and the desire for exclusivity.

Conclusion:

The Gacha mechanics, deeply rooted within the gaming industry, provide a captivating examination of the confluence of gaming, psychology, and consumer tendencies. This intricate interface goes beyond mere game dynamics, delving into potent revenue-generation avenues while simultaneously raising poignant questions about ethical dimensions and the need for considered regulations within game design. Through an in-depth exploration encompassing theoretical frameworks, real-world applications, and pertinent case studies, this paper has furnished a comprehensive panorama of the Gacha system. Notably, its psycho-manipulative capabilities underscore the dynamic’s capacity to both enthral and influence player behaviour. As the research suggests, while the Gacha mechanics illuminate potential avenues for substantial profitability, they concurrently evoke urgent deliberations on the ethical frontiers of game design. Thus, a profound understanding and judicious navigation of these mechanics remain pivotal, ensuring a harmonious reconciliation of business imperatives with paramount player welfare.

References:

1. Anderson, C. A., & Dill, K. E. (2000). Video games and aggressive thoughts, feelings, and behaviour in the laboratory and in life. Journal of personality and social psychology, 78(4), 772.
2. King, D., Delfabbro, P., & Griffiths, M. (2010). Video game structural characteristics: A new psychological taxonomy. International Journal of Mental Health and Addiction, 8(1), 90–106.
3. Kuss, D. J., & Griffiths, M. D. (2012). Internet gaming addiction: A systematic review of empirical research. International journal of mental health and addiction, 10(2), 278–296.
4. Przybylski, A. K., Weinstein, N., Murayama, K., Lynch, M. F., & Ryan, R. M. (2012). The ideal self at play: The appeal of video games that let you be all you can be. Psychological Science, 23(1), 69–76.
5. Skinner, B. F. (1953). Science and human behavior. New York: Macmillan.
6. Suits, B. (1978). The Grasshopper: Games, Life, and Utopia. University of Toronto Press.
7. Hamari, J., & Lehdonvirta, V. (2010). Game design as marketing: How game mechanics create demand for virtual goods. International Journal of Business Science & Applied Management, 5(1), 14–29.
8. Festinger, L. (1957). A theory of cognitive dissonance. California: Stanford University Press.
9. Thaler, R. (1980). Toward a positive theory of consumer choice. Journal of Economic Behavior & Organization, 1(1), 39–60.
10. Zhang, P., & Ren, J. (2019). How gacha design influences the player experience in mobile games. CHI Conference on Human Factors in Computing Systems Proceedings.
11. Hamari, J. (2019). Loot boxes are again linked to problem gambling: Results of a replication study. PLOS ONE, 14(3), e0213194.
12. Macey, J., & Hamari, J. (2018). Investigating relationships between video gaming, spectating esports, and gambling. Computers in Human Behavior, 80, 344–353.
13. Zendle, D., & Cairns, P. (2018). Video game loot boxes are linked to problem gambling: Results of a large-scale survey. PLOS ONE, 13(11), e0206767.