Perceptions of Gambling-Like Elements in Gaming Among Canadians Who Open Loot Boxes

Specific features of video games (e.g., loot boxes) are increasingly resembling traditional gambling, reflecting a growing convergence of gaming and gambling. However, user perspectives and interpretations of these in-game gambling-like features have not been fully explored. Content analysis was used to code interviews with Canadian gamers (N=29). We examined gamers collective perspectives on the similarities and differences between loot boxes and gambling. Results showed that 55.2% of participants (n=17) identified loot boxes to be the same as traditional gambling, (e.g., virtual equivalent, exactly gambling). Additionally, 75.9% of participants (n=22) expressed loot box engagement as a gambling-like activity, such as having similar structure and functionality to slot machines including randomized reward mechanics (10.3%, n=3). Participants also expressed experiencing similar emotions to gambling when opening loot boxes, for example, “the thrill” of opening a loot box and disappointment when a desired item was not obtained (13.8%, n=4). Regarding differences, 34.5% of participants (n=10) highlighted that loot boxes had guaranteed rewards. Other differences included increased accessibility (17.2%, n=5), and reduced regulation (20.7%, n=6). Findings suggest that gamers have nuanced experiences and varying perceptions of loot boxes. Overall, a majority of participants perceived loot boxes as a more accessible and non-regulated form of gambling.