Behavioral finance and spending injury mechanisms in modern video games

Abstract

Introduction. The rapid development of the digital economy and the video game industry has contributed to the formation of new models of consumer behavior based on the use of behavioral mechanisms for stimulating spending. Modern gaming platforms are actively implementing artificial intelligence algorithms, personalized recommendations, in-game purchases, dynamic pricing and reward systems that influence the process of making financial decisions by users.

Problem statement. The use of behavioral monetization mechanisms in modern video games is increasingly going beyond traditional marketing tools, combining the achievements of behavioral finance, digital technologies and artificial intelligence. This raises the issue of the ethics of using such mechanisms, especially with regard to children and adolescents, who are the most vulnerable category of users.

Unresolved aspects. Despite the significant amount of research in the field of behavioral finance, insufficient attention has been paid to a comprehensive analysis of the relationship between cognitive biases, emotional factors, AI personalization, and modern mechanisms for monetizing video games. The formation of impulsive financial behavior and the assessment of ethical risks of using artificial intelligence algorithms require further research.

Purpose of the article. The purpose of the study is to summarize modern approaches to the use of spending incentive mechanisms in video games through the prism of behavioral finance, analyze the role of cognitive and emotional factors in players’ financial decision-making, and determine the impact of AI personalization on the monetization of digital products.

Main material. The article analyzes modern models of video game monetization, in particular microtransactions, loot boxes, battle passes, personalized offers, and artificial intelligence algorithms used to predict user payment behavior. The impact of cognitive biases, heuristics, the FOMO effect, loss, instant gratification and gamification on the financial behavior of players is investigated. Special attention is paid to the ethical aspects of using behavioral monetization mechanisms and the risks of developing excessive spending and psychological dependence.

Conclusions. It is proven that modern mechanisms for monetizing video games are based on the principles of behavioral finance and actively use the capabilities of artificial intelligence to personalize interaction with users. It is established that the combination of AI technologies with behavioral mechanisms for stimulating spending increases the efficiency of digital business models, but at the same time creates new ethical challenges and requires improving approaches to regulating the digital environment and protecting vulnerable categories of users. The approach to analyzing video game monetization mechanisms has been improved by developing an integrated model for assessing monetization effectiveness, which, unlike existing approaches, combines behavioral factors of financial decision-making by players, digital personalization tools, and financial performance indicators, which allows for a comprehensive assessment of the impact of modern monetization models on consumer behavior and profitability of digital platforms.