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Designing engagement: Exploring affordances in freemium digital games

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  • Park, Ha Eun (Grace)

Abstract

The freemium business model has gained increasing attention in digital game design. Drawing on affordance theory, this research examines how the affordances of freemium game design can be leveraged to foster engagement. Data was collected over two years of netnographic study, culminating in 10,927 posts and nine relevant forum topics. The findings identify different game mechanics - farming, loot boxing, raiding, and rewarding - and different types of affordances actualized by free-to-play and pay-to-win players. This research discusses how two levels of technology affordances at individual and team levels foster engagement in a progressive manner. This study provides insights for scholars and game designers to better understand the dynamics of designing freemium digital games in facilitating long-standing engagement.

Suggested Citation

  • Park, Ha Eun (Grace), 2025. "Designing engagement: Exploring affordances in freemium digital games," Technology in Society, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:teinso:v:81:y:2025:i:c:s0160791x25000302
    DOI: 10.1016/j.techsoc.2025.102840
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