Farming Or Harming? : Analysing the Integration of Monetization and Retention Mechanisms in the Mobile Game “Hay Day”

Sammanfattning

This study investigates the mobile game Hay Day and the various mechanisms it incorporates, examining how players respond to and are influenced by these elements. While similar mechanisms have been analysed in other games, there is a lack of research specifically focused on mobile games, with Hay Day having almost no prior research. This highlights the study's significance and emphasizes its contribution to the existing body of research. The aim of this study was to analyse the mechanisms that facilitate continuous gameplay and integrated monetization, focusing on their influence on player experiences. The goal is to understand how engagement and monetization function within a relaxed gaming environment. This study does not address problematic or addictive behaviours. A qualitative multi-method approach was used, including semi-structured interviews and design analysis, to capture players' experiences and examine the game's structural design, thereby filling gaps in existing research. The results show that engagement mechanisms are embedded into Hay Day in multiple ways, through event loops and progression systems, together with monetization systems such as the Farm Pass and speed-ups, creating a continuous cycle of engagement. The interview results revealed that social factors were a major influence on playing the game, as well as the Farm Pass being the most significant monetization mechanism among the participants.