The new season for Marvel Rivals just started and I’m enjoying it. As with many battlepasses, it reminds me of psychology-based game design decisions and effects that I’ve written about at www.psychologyofgames.com. In this thread, I’ll point them out and link to articles.
In-Game Currency
To get the best stuff, you have to buy the premium pass with the in-game currency “lattice.” Using these kinds of currencies often gets us to lose track of spending, but MR does us the favor of having an easy conversation rate of 1 lattice = 1 cent.
Link: The Perils of In-Game Currency
Waste Aversion
But the BP price is weird: 980 lattice. Since you can only buy lattice in set amounts (e.g, 1,000) and you earn a bit through the season, you’ll have leftover lattice. This can feel wasteful thanks to “waste aversion” and encourage us to spend it down.
Link: The Psychology of Waste Aversion
Envy
Of course, one reason we equip all those BP rewards is to maybe trigger a bit of envy in other players.
Link: Envy and Microtransactions
Cosmetics Instead of Pay-To-Win
But again to the game’s credit, all BP and shop purchases are cosmetic only, which avoids perceptions of “pay to win.” Which otherwise might backfire on them.
Link: When Pay-To-Win Backfires
Endowed Progress
You unlock stuff with a different currency (chrono tokens) earned by completing missions that you get underway just by playing. Which triggers the endowed progress effect –wanting to complete something because you feel you’ve started it.
Link: Endowed Progress in Game Quests
The game also does this with hero progression, offering rewards like titles and other UI customization options.
The Overjustification Effect
But once you complete the battle pass and stop getting rewards, you may become less motivated to play than you’d have been without any rewards thanks to the overjustification effect.
Link: The Overjustification Effect
Loss Aversion
Purchased battle passes never expire (you can go back and keep earning unlocks forever) but free ones do. This leverages loss aversion, our desire to avoid losses more than we want equivalent gains. Buy the paid BP to avoid losing your opportunity to unlock.
Podcast: Loss Aversion and Game Design
Price Anchoring
Store in Rivals uses many pricing tricks. One is using “price anchoring” by putting a price next to an item, crossing it out, and showing you a sale price. Bigger non-sale price anchors you on a higher value and makes the discount look better.
Link: Why We Buy Those Crazy Steam Bundles
Conceptual Consumption
Many super cool costumes and other items are only available for real-money purchase in the store. Why buy them and show them off, besides the aforementioned envy? A concept called “conspicuous consumption” suggests it’s to show off via expensive purchases.
Link: Conceptual Consumption
I could probably come up with more, but what about you? Anything I didn’t touch on that this or other games do that you want explored?
