Background: In the last two decades, the rapid technological advancement in digital solutions had paved way for a transition of traditional gambling activities to internet-based platforms. Online casinos with video-game-like features have become a common platform for gambling. Consequently, gambling-like features is increasingly being adopted by mobile- and computer games. The latest example of these features called loot boxes, are getting a lot of attention from gamers and regulators alike.   Problem: Game publishers are reporting hundreds of millions of dollars of revenue from loot boxes and governmental agencies are struggling with determining whether to classify loot boxes as a form of gambling, therefore regulating it. The main reason for this conflict is the lack of empirical studies in the subject.   Purpose: This thesis aims to shed light upon the phenomenon. More specifically, it will do so from the gamers’ perspectives and reveal the underlying motivations for loot boxes activities, as well as their views on loot boxes.   Method: A qualitative approach with semi-structured interviews with twelve participants has been conducted. These findings have later been compared to existing literature regarding gambling.   Results: The findings showed that there are distinct similarities between gambling and loot boxing. In terms of motivations, the same nature is applied for socialization and amusement. Two new motivations were discovered, value-based motive and collecting purpose which are video-game specific. Additional components that influenced both gambling and loot boxing were found to be impulsivity and distorted beliefs. Other than that, the participants see loot boxes as a form of gambling based on the uncanny likeness of the mechanism and the emotional effects. Despite having a negative view on loot boxes, they do not wish the feature to be removed.

The aim of this thesis is to investigate players’ attitudes towards microtransactions within online games. The thesis is based on a multi-method approach combining the following methods: focus group-interviews, interview questions posed to hosts of a podcast, for then to discuss in their episode, and a survey. The results of this study are a categorization of players’ attitudes towards microtransactions consisting of: Activist, Idealist, Agile, Pragmatist, Enthusiast and Compliant. By adopting de Certeau’s concept of strategies and tactics, I have elicited distinctive reactions and ways of meaning making towards microtransactions, associated with each proposed category. Apart from categorizing player attitudes, this study has also identified microtransactions to have brought the broader player base into the symbiosis that previously existed exclusively between fan-programmers, socialized players, and game companies. Meaning, feedback from the whole player-base is crucial for success in implementing microtransactions. In turn, this is perceived as a strategy that surrenders power from the producer to the user.

Lootboxes currently cause a frequent debate in the games industry where the discussion is often focused on the connection to gambling. In this thesis an addition to this debate is made by taking a closer look at Gacha design – a way to design games around monetization – through theory and player opinions. Conclusions point to that if Gacha is viewed as a spectrum of strength the discussion can benefit from an increased understanding of all monetization systems within games regardless of their abstract definitions. The data was collected through focus groups and analyzed based on current research of the common topics that surfaced during the focus group discussions. The thesis found that overall knowledge surrounding Gacha was lacking and by looking at Gacha as a design method opened up for a broader discussion with connections to Lootboxes. / Lootboxes orsakar för närvarande en återkommande debatt inom spelindustrin där diskussionens fokus ofta är kring kopplingen till hasardspel. I detta examensarbete görs ett tillägg till debatten genom en närmre undersökning av Gacha design – vilket är ett designverktyg för inkomstgenerering – genom teori och spelares åsikter. Slutsatserna pekar mot att om Gacha är sett som ett spektrum av styrka kan diskussionen nyttjas för att bidra till en ökad förståelse av alla former av inkomstgenereringssystem inom spel oberoende av deras abstrakta definitioner. Data samlades genom fokusgrupper och analyserades utifrån nuvarande forskning runt de vanligaste ämnen som uppstod under fokusgruppernas diskussioner. Detta examensarbetet fann att den övergripande kunskapen kring Gacha var begränsad och genom att titta på Gacha som en design method öppnade upp för en bredare diskussion med kopplingar till Lootboxes.