Systematic mapping study of dark patterns in gamification

Abstract

Gamification has become a pervasive strategy across multiple digital services. While gamification elements can encourage positive behaviours, the same psychological mechanisms can be deployed as dark patterns. This thesis addresses this gap through a systematic mapping study of literature at the intersection of gamification, persuasive design, and dark patterns, guided by two research questions: when does persuasive design become a dark pattern in gamification, and how and why are certain user groups more susceptible to the negative effects of gamified dark patterns. Following the methodology defined by Petersen et al. (2008), a search was conducted in Google Scholar using two search phrases, yielding 169 downloaded papers. After screening, 54 primary studies were included and classified across five dimensions. The findings demonstrate that the boundary between persuasion and manipulation is nuanced, with four ethical thresholds distinguishing them: designer intent, informed consent, exploitation of psychological biases, and user harm. The mapping identified 33 distinct dark pattern types in gamified contexts. Grey areas reveal that ethical classification depends on implementation, transparency, user population, and mitigating design features. Regarding user susceptibility, children and adolescents were identified as the most vulnerable populations, followed by older adults, users with low digital literacy, and those with high impulsivity. Cognitive mechanisms alongside motivational factors explained differential vulnerability, while contextual factors and social environment further moderated susceptibility. The findings contribute to both design practice and regulatory discourse by highlighting considerations for developing digital environments that respect user autonomy while maintaining the motivational benefits of gamification.