Competition, Emotion, and Socialization: A Study on the In-Game Purchase Mechanism and Player Motivation in Onmyoji

In-game purchase has become the main monetization model for mobile games in China. Using Onmyoji (NetEase, 2017) as a case study, and a mixed-method approach combining game analysis, participatory observation, and in-depth interviews, this chapter explores the connections between Onmyoji’s mechanics and player motivation to spend money. The game’s core play mechanism is a turn-based role-playing card battle, which determines the in-game purchase mechanism based on a probabilistic consumption in drawing cards and gambling. The chapter highlights three motivations this mechanism enables: competitive motivation for battle victory, emotional motivation for identification and love, and social motivation for sharing and showing off. The chapter also discusses the consumerism, superstition, and playbor behind the in-game purchase phenomenon.