What are “Dark Patterns” in Gaming
The Fortnite refund is just the beginning!
If you’ve ever accidentally subscribed to something, clicked “No thanks” to opt out, or mysteriously lost access to a feature you swore was free, congratulations! You’ve encountered “Dark Patterns.” These manipulative UX/UI tricks are designed to steer players into decisions they wouldn’t otherwise make, and F2P games are rife with them.
Dark Patterns prioritize profits over player experience. Think “Free Chest!” pop-ups leading to $9.99 subscriptions or dual currencies where the best items require real money. They exploit psychological triggers like FOMO and confusion. While some accept these tactics as part of free-to-play ecosystems, others see them as exploitative. Cue the European Union.
The EU vs. Dark Patterns: What’s Happened So Far
In 2023, the European Commission began investigating dark patterns in gaming—targeting loot boxes, grind-to-win mechanics, and disguised paywalls. By late 2024, several large publishers faced fines for deceptive monetization tactics. Though penalties were modest, the message was clear: adapt or face stricter consequences.
The EU could step up in 2025 with:
- Standardized Disclosures: Clear info on in-game purchases, including loot box odds and potential spend.
- Cooldown Periods: Mandatory confirmation steps for big purchases to curb impulse buys.
- Industry Crackdowns: Bigger scrutiny for major publishers, especially repeat offenders.
Player Data Protections: Stricter rules on collecting and using player data for nudges.
As a game marketer I think we have to rethink urgency-based tactics and focus on transparency as a competitive advantage. Ethical messaging about costs and value will become key, as will innovating ways to connect with audiences without relying on manipulative designs. Collaboration with UX/UI teams will also be critical to ensure compliance while maintaining engagement.
Expect a shift toward building long-term trust with players, emphasizing creative, player-first approaches that respect consumer rights and drive sustainable revenue.
In 2025, I foresee two big moments:
- A Blockbuster Fine: A major publisher faces a massive penalty, setting a compliance precedent. Most likely F2P mobile.
- Emerging Heroes: Transparent studios (shoutout to indie devs!) capitalize on ethical practices as a selling point. Did you see the tweet from Balatro creator LocalThunk today?
The EU’s campaign against dark patterns could reshape how we market and design games. The EU regulation has a tendency to go global so pay attention (remember with GDPR did?).