Freemium who?
Just what is Lovelink? Why do people play it?
Lovelink, a romance dating sim app developed by the Canadian team at Ludia, has gained popularity for its unique blend of Tinder-like swiping and the promise of positive outcomes. Players can swipe left or right, engage in romantic conversations with characters, receive photos, and embark on choose-your-own-adventure dates.
The game is free to download and play, but it employs various tactics to encourage users to purchase gem packs, creating noticeable friction. Lovelink generates revenue through gem packs and VIP subscriptions, where gems power VIP decisions and make characters respond more positively. While many users on Reddit find the game refreshing, its aggressive selling model has drawn criticism. Here are some methods used to entice players into making purchases:
1) Countdown Gems and Timers
Lovelink frequently emphasizes the urgency of beating countdown timers, using language that suggests a limited stock of gems. Players are often pressured into making urgent decisions, where one option is to miss out on a limited offer, a tactic known as loss aversion. Moreover, the "3 diamonds left" approach does not require Ludia to legally verify the countdown, creating a false sense of urgency. This feeling is further amplified by hourly countdowns and reinforced with limited offer badges. 🌟⏰
2) The Power of the Bandwagon – Yes, Really
Ever experienced peer pressuring and a bandwagon at once? Lovelink certainly thinks so. Players can't seem to catch a break. For instance, "3 gem packs left" subtly implies an ongoing bidding war, nudging users to join the crowd and hit that purchase button. These are just two ways Lovelink influences players to make purchases.
Of course, this app employs many more dark patterns, but analyzing them all would take all day. Let's start a conversation instead. Have you ever encountered a dark pattern in an app? Comment below!
If you want to learn about dark patterns, be a fan and follow Harry Brignull on Twitter @Dark Patterns and read his groundbreaking work. Fight and understand dark patterns.
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