Mikrotransakce ve videohrách: psychologické principy motivace a manipulace

This bachelor's thesis focuses on the analysis of microtransactions in video games from the perspective of psychological principles of motivation and manipulation. The study examined how microtransactions are integrated into game design and which mechanisms, including fear of missing out (FOMO), sunk cost fallacy, and near-miss effects, contribute to sustained engagement and monetization. Attention was also devoted to defining the boundary between motivational and manipulative design within contemporary commercial models. A typology of microtransactions across Free-to-Play (F2P) and Games-as-a-Service (GaaS) models was systematized, with emphasis on cosmetic, performance-enhancing, and random reward systems. The methodological approach included a review of academic literature, three case studies of selected game titles (Valorant, Survivor.io, and Counter-Strike 2), and an empirical analysis based on semi-structured interviews with players. It was found that the design of microtransactions substantially shapes the psychological conditions of player decision-making. A synthesis of theoretical insights and empirical findings demonstrated that the combination of temporal urgency, randomness, and obscured pricing structures constitutes a major manipulation risk and significantly affects perceived fairness. Fear of missing out and endowed progress effects were identified as key factors reinforcing repeated engagement and purchasing behaviour in seasonal progression systems. The boundary between motivational and manipulative design was shown to be dynamic, yet it is crossed when artificial obstacles are intentionally created with the primary aim of inducing payment. A minimum ethical standard was identified in transparent cosmetic monetization with predictable availability and no impact on gameplay performance. The findings provide a foundation for formulating fairer monetization practices.