Gaming the gamer? – The ethics of exploiting psychological research in video games

Abstract

Purpose The purpose of this paper is to investigate the ethical implications of video game companies employing psychologists and using psychological research in game design. Design/methodology/approach The author first argues that exploiting psychology in video games may be more ethically problematic than familiar application domains like advertising, gambling and political rhetoric. Then an overview of the effects particular types of game design may have on user behavior is provided, taking into account various findings and phenomena from behavioral psychology and behavioral economics. Findings Finally, the author concludes that the corresponding ethical problems cannot – and should not – be addressed by means of regulation or rating systems. The author argues instead that a more promising countermeasure lies in using the same psychological research to educate gamers (children in particular) and thereby increase their capacity for meta-cognition. Originality/value The importance of this lies in the tremendous effect these behavior-modifying technologies may have upon our self-determination, well-being and social relations, as well as corresponding implications for the society.

What kind of video gamer are you?

“…Video-game products thus involve competition and social motives to interact with other gamers, to self-improve or to gain recognition (Søraker, 2016). Likewise, the Uses and Gratifications Theory also postulates that social gratification reflects the extent to which a player's psychological sense of physically interacting and establishing a personal connection with others is driven by playing video games (Li et al, 2015;Williams et al, 2008).…”

“…Likewise, the Uses and Gratifications Theory also postulates that social gratification reflects the extent to which a player's psychological sense of physically interacting and establishing a personal connection with others is driven by playing video games (Li et al, 2015;Williams et al, 2008). Through video games, gamers have found an excellent way of measuring their progress against their friends or other gamers, which may satisfy their social needs and desires (Huang et al, 2017;Zimmerman, 2009;Søraker, 2016). Previous research has also identified that social motivation is a key factor that makes users more engaged with playing video games (Wei and Lu, 2014;Cole and Griffiths, 2007).…”

“…Consequently, even when speaking about free video games, Søraker (2016, p. 114) highlights that "gamers will usually come to a point where it turns out that all the time invested still does not allow them to compete against those who spend money or that some game features are simply made unavailable to non-paying gamers." At this point, gamers might start purchasing game-related products with the purpose of keep playing, socializing and competing with or against others (Søraker, 2016). Therefore, H2.…”

“…Neuroscientific research into rewards and dopamine neurotransmission suggests that brain circuits for gratification drive many human behaviors (Berridge, 2007). Søraker (2016) suggests that seeking rewards in the video game context might result in an urge to keep playing (i.e., addictive motives) rather than just enjoying a pleasurable experience. Addiction motivation might therefore be driving gamer behavior (Søraker, 2016).…”

“…Søraker (2016) suggests that seeking rewards in the video game context might result in an urge to keep playing (i.e., addictive motives) rather than just enjoying a pleasurable experience. Addiction motivation might therefore be driving gamer behavior (Søraker, 2016). Gaming addiction is seen as a disorder that involves the continued use of video games, too much time spent gaming and difficulty in stopping gaming (van Rooij et al, 2012;McBride and Derevensky, 2009).…”