The loot box dilemma : A qualitative thesis of video game players interactions and mitigation of unethical aspects in loot boxes.

Abstract: In-game purchase options are referred to as microtransactions and have become a common revenue for modern video games. Microtransactions refer to small payments made inside of video games to acquire game content. The phenomenon of microtransactions is often related to "loot boxes". The definition of loot boxes are items in video games that players can buy with real-world money, the loot boxes, when opened contain randomised rewards. The rise of microtransactions has led to concerns for vulnerable users overspending with currently no regulation or consumer protection. The chance-based nature of loot boxes has arisen discussion regarding the similarities of loot boxes and gambling. The apparent similarity is that the player is risking the loss of real-world money for a small chance of getting a valuable reward. The thesis aims to research video game players motivations, experiences and gameplay habits, to establish guidelines for loot box systems later. Empirical methods, such as surveys and semi-structured interviews, were used to collect data. Established theories Hedonic motivation-system acceptance model (HMSAM) and Theory of planned behaviour (TPB) were used as a theoretical framework to understand the collected data. The results of the empirical data display negative attitudes towards loot boxes. Themes were made to make sense of the attitudes and provide an understanding of the negative attitudes. A design solution in the form of guidelines was developed based on the themes. The guidelines were implemented in a design prototype and thereafter evaluated by participants with a user experience questionnaire. The results of the user evaluation illustrate a positive attitude towards the design, but not convincing enough. Participants raised concerns about a few features of the design and had difficulties to see the features be implemented in the future. Therefore, arguments for further research of the guidelines were established