In today’s digital world, video games are an integral part of many young people’s lives. While they offer entertainment and social interaction, games often come with hidden marketing tactics that influence how children think about money and their spending habits. These tactics are sometimes designed to manipulate players into spending more than intended, often without them even realising.
As educators, it is tempting to believe that discussions about these issues should be left to families within the home setting. However, it is important that schools also provide students with the tools they need to critically analyse these marketing strategies.
In this article, we offer a few ideas on how to build critical thinking skills around in-game marketing manipulation in the classroom. The goal is to empower students to make more informed choices and be more aware of the persuasive techniques at play in the gaming world.
Understanding the problem: marketing manipulation in games
Before diving into teaching strategies, it is important to understand the ways in which games employ marketing manipulation. Game developers may use various techniques to push players toward spending money, especially in “free-to-play” games that rely on in-app purchases.
Interested in learning more about this? Read the educational module 'Manipulative marketing in games' for teachers on the AdWiseOnline website.
Some ideas on teaching strategies to build critical thinking skills
How can educators help students to navigate this digital consumer landscape?
Here are a few strategies to try out in the classroom:
- Introduce the concept of marketing manipulation
Start by discussing what marketing manipulation is and how it works. Explain how companies sometimes use psychological tactics to influence people’s decisions, including when they are playing games. Use relatable examples of advertising in everyday life (e.g., sales ads, product placements, or subscription services) and compare them to the marketing strategies used in games.
Activity idea: Ask students to share examples of ads they have seen in games. Then, discuss how these ads might try to influence them. Encourage students to ask questions like: “What emotions are being targeted here?” and “What is the purpose of this ad?”
- Focus on time pressure in games
Time pressure is one of the most common tactics used in games to make players rush into decisions; a sense of urgency can cloud the judgement of players (and buyers!).
Activity idea: Give students a list of "virtual items" (like skins or upgrades) and “pretend” money to spend. Announce a "limited-time sale" (e.g., 30 seconds) and have them quickly decide what to purchase. Afterward, discuss how the time pressure affected their choices and what they would have done differently if given more time.
- Recognise emotional appeals in games
Emotional manipulation in games can tap into a player’s feelings of wanting to belong or succeed. In many cases, these emotional appeals target insecurities or fears, such as feeling left out if you don’t make a purchase. Games may encourage players to spend money to feel powerful or validated, often utilising social proof or conditioning theories by highlighting in-game status.
Activity idea: Present a scenario in which a player is shown an emotional ad, such as a "friends list" showing these players with premium items. Ask students to analyse why the game is trying to make them feel a particular emotion (such as to “keep up”) and whether it would have impacted their decision.
- Understand scarcity tactics
Scarcity creates the illusion of urgency. By making in-game items appear limited, game developers encourage players to buy quickly from fear that they will miss out. This taps into a basic human desire to avoid loss, a psychological concept known as “loss aversion.”
Activity idea: Show students an example of a game that features a limited time offer or a “rare” item. Then, lead a discussion on how this tactic works. Ask them to reflect on how scarcity made them feel—did they feel more inclined to buy something they might not need? Discuss how this tactic is used in real-world marketing as well.
- Encourage healthy scepticism
As students begin to understand how marketing manipulation works, it is essential to instill a sense of scepticism. Teach them to question the motives behind game features that encourage spending and to consider the true value of virtual goods.
Activity idea: Provide students with a list of in-game purchases (like skins, character upgrades, etc.) and have them evaluate whether these purchases are worth the money. What are the consequences of spending money on virtual items? How do these items impact their gaming experience? Encourage students to think critically about how these purchases align with their values.
Empowering students for the digital world with the AdWiseOnline campaign
These are just a few ideas to help foster critical thinking skills in students. To explore more ways to recognise manipulative marketing practices in the gaming world, be sure to take full advantage of the resources available for teachers and educators through the AdWiseOnline campaign.
Visit the AdWiseOnline section for teachers and educators where you can find webinars and educational deep dives on manipulative marketing tactics in gaming.
Moreover, take advantage of our BIK MOOC module on manipulative marketing tactics, designed to give educators in-depth insights into gaming and advertising. The module is part of the wider MOOC “Child online safety: what educators need to know” and it provides a structured, interactive learning experience to help you empower your students with the knowledge they need to navigate the digital world safely and responsibly. Don't miss out on this valuable resource and enroll today!
In today’s digital world, video games are an integral part of many young people’s lives. While they offer entertainment and social interaction, games often come with hidden marketing tactics that influence how children think about money and their spending habits. These tactics are sometimes designed to manipulate players into spending more than intended, often without them even realising.
As educators, it is tempting to believe that discussions about these issues should be left to families within the home setting. However, it is important that schools also provide students with the tools they need to critically analyse these marketing strategies.
In this article, we offer a few ideas on how to build critical thinking skills around in-game marketing manipulation in the classroom. The goal is to empower students to make more informed choices and be more aware of the persuasive techniques at play in the gaming world.
Understanding the problem: marketing manipulation in games
Before diving into teaching strategies, it is important to understand the ways in which games employ marketing manipulation. Game developers may use various techniques to push players toward spending money, especially in “free-to-play” games that rely on in-app purchases.
Interested in learning more about this? Read the educational module 'Manipulative marketing in games' for teachers on the AdWiseOnline website.
Some ideas on teaching strategies to build critical thinking skills
How can educators help students to navigate this digital consumer landscape?
Here are a few strategies to try out in the classroom:
- Introduce the concept of marketing manipulation
Start by discussing what marketing manipulation is and how it works. Explain how companies sometimes use psychological tactics to influence people’s decisions, including when they are playing games. Use relatable examples of advertising in everyday life (e.g., sales ads, product placements, or subscription services) and compare them to the marketing strategies used in games.
Activity idea: Ask students to share examples of ads they have seen in games. Then, discuss how these ads might try to influence them. Encourage students to ask questions like: “What emotions are being targeted here?” and “What is the purpose of this ad?”
- Focus on time pressure in games
Time pressure is one of the most common tactics used in games to make players rush into decisions; a sense of urgency can cloud the judgement of players (and buyers!).
Activity idea: Give students a list of "virtual items" (like skins or upgrades) and “pretend” money to spend. Announce a "limited-time sale" (e.g., 30 seconds) and have them quickly decide what to purchase. Afterward, discuss how the time pressure affected their choices and what they would have done differently if given more time.
- Recognise emotional appeals in games
Emotional manipulation in games can tap into a player’s feelings of wanting to belong or succeed. In many cases, these emotional appeals target insecurities or fears, such as feeling left out if you don’t make a purchase. Games may encourage players to spend money to feel powerful or validated, often utilising social proof or conditioning theories by highlighting in-game status.
Activity idea: Present a scenario in which a player is shown an emotional ad, such as a "friends list" showing these players with premium items. Ask students to analyse why the game is trying to make them feel a particular emotion (such as to “keep up”) and whether it would have impacted their decision.
- Understand scarcity tactics
Scarcity creates the illusion of urgency. By making in-game items appear limited, game developers encourage players to buy quickly from fear that they will miss out. This taps into a basic human desire to avoid loss, a psychological concept known as “loss aversion.”
Activity idea: Show students an example of a game that features a limited time offer or a “rare” item. Then, lead a discussion on how this tactic works. Ask them to reflect on how scarcity made them feel—did they feel more inclined to buy something they might not need? Discuss how this tactic is used in real-world marketing as well.
- Encourage healthy scepticism
As students begin to understand how marketing manipulation works, it is essential to instill a sense of scepticism. Teach them to question the motives behind game features that encourage spending and to consider the true value of virtual goods.
Activity idea: Provide students with a list of in-game purchases (like skins, character upgrades, etc.) and have them evaluate whether these purchases are worth the money. What are the consequences of spending money on virtual items? How do these items impact their gaming experience? Encourage students to think critically about how these purchases align with their values.
Empowering students for the digital world with the AdWiseOnline campaign
These are just a few ideas to help foster critical thinking skills in students. To explore more ways to recognise manipulative marketing practices in the gaming world, be sure to take full advantage of the resources available for teachers and educators through the AdWiseOnline campaign.
Visit the AdWiseOnline section for teachers and educators where you can find webinars and educational deep dives on manipulative marketing tactics in gaming.
Moreover, take advantage of our BIK MOOC module on manipulative marketing tactics, designed to give educators in-depth insights into gaming and advertising. The module is part of the wider MOOC “Child online safety: what educators need to know” and it provides a structured, interactive learning experience to help you empower your students with the knowledge they need to navigate the digital world safely and responsibly. Don't miss out on this valuable resource and enroll today!
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