“Role” of the Dice: An Exploratory Analysis of Gamer Perceptions and Interpretations of Loot Box Advertising

Abstract

Loot boxes in video games are increasingly becoming focal points in problematic gaming studies; however, few studies have addressed the potential impact on consumers of digital advertising for such loot items. As gaming companies evolve the way in which they promote loot boxes, gamers’ sensemaking of loot box promotions must also evolve. This study explores gamer interpretations of promotional messaging among male gamers pertaining to loot boxes within a popular video game (FIFA 19). Findings have significant implications for gaming and persuasion theories. Specifically, we propose a new direction in interactive advertising research grounded in the gamers’ in-game role perception.

Keywords:

• Influences on interpretations
• in-game advertising
• loot boxes
• video gamer roles
• video games

Acknowledgments

The authors wish to express their gratitude to @FUT_Accountant for his support in disseminating the message of our research among his constituents. The authors would also like to thank @Shady_Inc for his numerous contributions to earlier drafts of this paper.

Disclosure Statement

There are no conflicts of interest to report with this research.

Notes

1 While not all packs in the game report the pack odds or probability of packing valuable cards (such as the packs that serve as rewards), EA does release the odds of acquiring a good player card in the packs that are for sale in the FIFA store.

Additional information

Funding

This work was supported by the University of Wisconsin–Oshkosh Faculty Development Grant (FDR1188).