The Psychology Behind In-Game Purchases [3/5]

Psychological Ownership

Games Games serve as portals to other worlds, offering players another opportunity to express themselves. Similar to how the psychology in films often connects us with the main character, creating an emotional bond that increases our willingness to purchase related merchandise, the same principle applies to games. Providing players with opportunities to express themselves and form bonds with characters in-game can lead to improved retention and monetization. Here are the main elements that work effectively in games:

Avatars, Skins, and Customization

Avatars are digital representations of players in virtual environments, bridging the gap between the user and the game world. Customization options, available through in-game achievements, free rewards, or microtransactions, enhance players' identification with their avatars and positively affect their gaming experience. This includes aspects like retention, perceived competence, and satisfaction throughout the gameplay. Such connections are crucial in games like "League of Legends" and "Baldur's Gate," where customization doesn't impact the objective performance but strengthens the bond between player and game, thereby enhancing intrinsic motivation and potentially increasing players' willingness to pay. With advancements in web3 and NFTs, the digital ownership of customizable elements has evolved, opening new avenues for this direction.

User-Generated Content (UGC)

The power of UGC is significant. Platforms like "Roblox" elevate psychological ownership by allowing players not only to customize avatars but also to create and share their own game worlds and experiences. This level of engagement significantly boosts the player's attachment to the game. However, fostering a community spirit doesn't necessarily require your game to mimic "Roblox" or "Fortnite." Starting with small community activities, like naming new items or events, drawing art, or creating new events, can build trust and increase engagement and monetization as players see their contributions come to life.

Influence of Virtual Environments on Customization

The virtual context significantly impacts how players customize their avatars. In more relaxed environments, avatars often diverge from players' real appearances, showcasing a strong willingness for self-disclosure. Conversely, in serious settings like virtual meetings, avatars tend to closely resemble the player's actual appearance, highlighting self-presentation. This versatility underscores the depth of psychological ownership, with avatars serving as a pivotal tool for self-expression and identity exploration across various settings. Therefore, when focusing on customization in your game, remember to offer a wide range of options for players to express themselves uniquely.

In essence, psychological ownership brings numerous benefits and strategies to game design, especially effective in games with PvP and multiplayer/social mechanics. Prioritize implementing such features wisely based on your game setting and core+meta to maximize their impact on player engagement and monetization.

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