As the digital gaming landscape evolves, so do the strategies employed by the mobile games industry to maximise revenue. In recent years, a powerful combination of psychology, addiction, and gambling mechanisms has emerged, targeting the most vulnerable users.
When I was 14 I got my first computer - a Sinclair ZX81. It didn't take me long to want to program my first game in Z80 assembly language (a Donkey Kong clone).
In those days games came on cassette tapes bought from your nearest Woolworths, John Menzies or WH Smith. There was no digital distribution. You paid your money and played the game.
Of course these days are very different with digital distribution. I don't object to the distribution method, but the monetisation - that's a different matter entirely.
In the virtual realm, players now purchase in-game items using real money, rather than earning rewards through gameplay. These virtual materials enhance their chances of success within the game. The allure lies in the thrill of acquiring rare items, akin to the excitement of pulling a lever on a slot machine. The gaming industry capitalises on this psychological phenomenon, creating a cycle of spending that mirrors gambling behavior.
Loot boxes, virtual containers with randomised rewards, have become ubiquitous in mobile games. Players can purchase these boxes, hoping to obtain valuable items. The catch? The contents are uncertain, mimicking the suspense of opening a surprise gift. For some vulnerable users, this uncertainty fuels addictive behavior. A report by the Gambling Commission found that nearly a third of young players in Great Britain had opened loot boxes. These mechanisms exploit our innate desire for novelty and reward, pushing players to spend real money in pursuit of virtual treasures.
Mobile games often adopt a free-to-play model, enticing users with zero upfront costs. However, this apparent generosity masks a cunning strategy. Developers rely on in-app purchases (IAPs) and microtransactions to monetise their apps. Cosmetic items, power-ups, and shortcuts are dangled before players, tempting them to spend. The games design subtly nudges users toward these purchases, creating a delicate balance between enjoyment and financial investment.
Some mobile games offer a shortcut to success: pay-to-win mechanics. By spending real money, players gain advantages over non-paying competitors. While this boosts revenue, it undermines fair competition and frustrates those who cannot afford to pay. The game design intentionally creates an uneven playing field, favouring those with deeper pockets.
Ads infiltrate mobile games, interrupting gameplay and disrupting immersion. Developers strike deals with advertisers, embedding ads within the game environment. These ads range from innocuous banners to full-screen videos. While they generate revenue, they compromise the user experience, leaving players feeling bombarded and annoyed.
Mobile games often feature time-limited events with exclusive rewards. Players must log in daily or complete specific tasks within a tight timeframe. The urgency encourages spending, as players fear missing out. The game design manipulates our fear of loss, compelling us to open our wallets.
In contrast to mobile games, the PC gaming community still values traditional payment models. Gamers willingly purchase complete games upfront, appreciating quality content without hidden costs. While microtransactions exist in PC games, they rarely dominate the experience. Gamers understand that their initial investment ensures a full, uninterrupted gaming experience.
The mobile games industry's reliance on addiction, gambling, and clever monetisation tactics raises ethical questions. As players, we must remain informed and discerning. Meanwhile, the PC gaming world stands as a testament to the enduring appeal of paying for quality entertainment. Ultimately, the choice lies with us: do we succumb to the allure of loot boxes, or do we champion games that respect our wallets and our enjoyment?
As a developer, whose professional involvement in the indusrty goes back to developing games on 8-bit machines like the ZX Spectrum & Amstrad CPC, I can have no respect for the game developers and companies I now see who design games from the monetisation up.
As a gamer playing these "free" games you do not escape my scorn. Nothing in life is free, you know that. So who is paying for that free experience you are enjoying. It doesn't take much thought to realise other more vunerable players are paying for your free ride.
So back to the title of this blog "Mobile is Dead!"
For an ethical developer that is the simple truth. I can NOT sell a mobile game when nobody is willing to pay anymore.
I cannot develop for another company only for them to slap their unethical monetisation on top.
So with a clear conscience, and not a single regret, I have no choice but to pivot and relaunch my business. Sorry to all the people who have enjoyed my mobile games, but it's PC games from now on.