TU Darmstadt / ULB / TUprints

Gamblified digital product offerings: an experimental study of loot box menu designs

Adam, Martin ; Roethke, Konstantin ; Benlian, Alexander (2024)
Gamblified digital product offerings: an experimental study of loot box menu designs.
In: Electronic Markets : The International Journal on Networked Business, 2022, 32 (2)
doi: 10.26083/tuprints-00023501
Article, Secondary publication, Publisher's Version

[img] Text
Copyright Information: CC BY 4.0 International - Creative Commons, Attribution.

Download (1MB)
Item Type: Article
Type of entry: Secondary publication
Title: Gamblified digital product offerings: an experimental study of loot box menu designs
Language: English
Date: 26 March 2024
Place of Publication: Darmstadt
Year of primary publication: June 2022
Place of primary publication: Berlin ; Heidelberg
Publisher: Springer
Journal or Publication Title: Electronic Markets : The International Journal on Networked Business
Volume of the journal: 32
Issue Number: 2
DOI: 10.26083/tuprints-00023501
Corresponding Links:
Origin: Secondary publication DeepGreen

To augment traditional monetization strategies, digital platform providers increasingly draw on gamblification (i.e., the use of gambling design elements). By means of gambling design elements (e.g., lottery tickets, scratch cards, loot boxes), platform providers do not only entertain users but also incentivize them to purchase digital products. Yet, despite the increasing prevalence of gamblified digital platforms, little is known about how gamblification influences user purchase behaviors. Drawing on prospect theory, we investigate gamblification in the form of loot box menu designs and the associated effects of uncertainty, loss experience and behavioral control on user purchase behavior. Specifically, we conducted a contest-based online experiment with 159 participants, finding that platform providers can profit from offering loot boxes with certain (vs. uncertain) rewards in loot box menus. Furthermore, this effect intensifies when participants previously experienced a loss and decreases when they perceive to have more control over the result. Thus, our findings provide theoretical and practical insights for a better understanding of gamblification in general and of loot box menu designs for enhancing digital business models in particular.

Uncontrolled Keywords: Gamblification, Gambling, Gamification, Digital business models, Loot box, Prospect theory
Status: Publisher's Version
URN: urn:nbn:de:tuda-tuprints-235016
Additional Information:

JEL Classification: C91 • D91 • M38

Classification DDC: 000 Generalities, computers, information > 004 Computer science
300 Social sciences > 330 Economics
Divisions: 01 Department of Law and Economics > Betriebswirtschaftliche Fachgebiete > Fachgebiet Information Systems & E-Services
Date Deposited: 26 Mar 2024 14:16
Last Modified: 11 Apr 2024 07:34
SWORD Depositor: Deep Green
URI: https://tuprints.ulb.tu-darmstadt.de/id/eprint/23501
PPN: 51701520X
Actions (login required)
View Item View Item