Videogames and consumer awareness

The digital transformation of the gaming industry has reshaped consumer behavior, economic models, and market strategies, requiring a more nuanced understanding of digital consumer awareness. This chapter explores the intersection of video games and consumer awareness (as intended by the Council of Europe), emphasizing the evolving monetization strategies employed by the gaming industry and their implications for Digital Citizenship Education. In the era of postmediality, media consumption has shifted toward subscription-based services, digital distribution, and the commodification of user engagement. Video games, once a niche market, have undergone a democratization process, now reaching diverse global audiences. This shift has been facilitated by mobile platforms, free-to-play models, and live-service games, expanding gaming’s economic impact. However, this evolution has introduced new challenges, including ethically questionable monetization strategies such as loot boxes, pay-to-win mechanics, and gambling-adjacent practices. The chapter delves into the diverse monetization models within the gaming industry, including traditional game sales, digital storefronts, subscription services (e.g., Xbox Game Pass, PlayStation Plus), in-game purchases, and games-as-a-service (GAAS). Additionally, it examines monetization loops designed to maximize user spending through power-ups, time shortcuts, season passes, and randomized rewards (loot boxes). The emergence of blockchain-based cryptogames and NFTs further complicates the landscape, raising concerns about financial ethics and consumer protection. By analyzing these economic mechanisms, this chapter aims to equip readers with a critical framework for understanding the financial dynamics of digital gaming. It highlights the necessity of consumer awareness as a key component of digital citizenship, advocating for pedagogical approaches that empower players - especially younger ones - to navigate the gaming economy responsibly. Through this lens, video games serve as an important case study in contemporary digital consumer education, reflecting broader trends in digital capitalism and economic convergence.