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Games Addiction


Addiction to computer games is a vast, tragic, phenomenon in our digital society. When considering games addiction, we should look at two things; the computer games industry and the addictive effect on people of all ages. The computer games are designed to entice players to continue playing the game. In doing so the player is encouraged to purchase additional associated software and other brand products via continual digital advertising. This is a successful business model, generating revenue for the manufacturer. In reality the manufacturer is targeting vulnerable people of both gender with a view to increase profit.

The computer gaming industry has to face many varied ethical issues, their product has and still does create within our society. In outlining ethical issues, Diener and Crandall (1978) suggested four main areas; Harm to participants, lack of informed consent, invasion of privacy and deception. Harm to participants includes mental harm, which is a key component of addiction. As a society we must prevent all types of mental illness. Each individual person is the corner-stone of our modern society. Addiction can lead to an uncontrollable situation or condition-9 and can cause psychological and mental health problems. In extreme cases can lead to suicide, as in the tragic cases associated with the Blue Whale game. The most known addictive online games are; Fortnite, Battle Royale and World of Warcraft.

Individuals who participate in violent video games are more likely to display aggressive responses to situations and generally become more aggressive in their nature. The lasting effects of video gaming are problematic, pathological and addictive, changing the mental attitude of the viewer. Griffiths asserts that addictive behaviour comprises of six core components; salience, tolerance, mood modification, relapse, withdrawal and conflict. Their addiction could lead to the isolation of the individual. This addiction is to be classed as a mental illness and treated as such. If left unchecked and treated, will lead to people having a lonely isolated life. To escape isolation, a person must be able to become a member of a group. But that group should not be created within the computer community, who being similar in practice, face the same dangers of becoming isolated. Such people will exhibit the same types of disorders; Behaviour - not being able to be socially interactive, face to face, preferring to use a device for all communications. Emotion - unable to distinguish real feelings and thought - living in a fantasy world. Such an association within that group would re-enforce the addiction to members.

Treating gaming addiction is similar to treating other behaviour addictions. The initial gaming addiction treatment is based on well-established principles, as identified by the U.K. Addiction Treatment Centres. Only when a person completely stops in the activity that triggers the rewards of compulsive behaviour can she or he truly overcome their addiction.

Games and Gender
Any computer game can lead to gaming addiction to all vulnerable people, irrespective of age or gender. It is suggested that adolescents are the highest percentage of people who play on the internet. Probably because those adolescents are digital natives who treat the internet as a normal part of everyday life. Gender does statistically affect the total number of gaming addicts, males being more prone to gaming addiction than females. The similarities are in their age when online gaming started, and the time and money spent on computer games.

The political goal being to change the 'gendering' of digital technology. The economic goal being to increase profit by increasing the female market for computer games. Gender could explain why people are addicted through different mental pathways. Males develop their addictive behaviour through online games, females through online social interaction. This trend continues through the adolescent years. If that addiction becomes established, then not only the individual will suffer but their future families will suffer too. Research is trying to understand the intersectional concepts; sexuality, ethnicity, race, class and similar experiences of males and females. In computer games, as in World of Warcraft (WoW), males will sometimes play as a female character, emulating how they perceive females to act or communicate. Existing gender stereotypes therefore need to be challenged by further study and definition of masculinity. In America there is a 'girl games' movement which has been created between feminist activists and industrial leaders. This leads to a possible combination of a political goal with an economic objective.

Digital Branding
Digital branding is a concept created by the experience individuals have of that particular brand products. That concept reflects the personality of an organization, product, service and visual identity. Social media interactions and expressed views are an influential means of communicating various brands, with the intention to increase profit. Loyalty to a particular brand is created, by the attraction of the computer game, which will encourage and direct the intention future brand purchases of the player. The manufacturers increased profit is also generated by the advertisement, presentation and promotion of their brand of products throughout computer games. There is also the advertisement of further applications, designed to enhance the player’s progress through each game. There is a new innovation called co-creation, where the computer 'game' is continuously evolving, changing as a result of the players actions and editors' direction. Co-creation is therefore a form of private and collective incentives to match the player’s needs. Each game is mentally intensive for the player and demands continual access, such games can be everlasting. Even less intensive games can lead to gaming addiction, starting the player on a downward path. Too successfully progress through the game the player is persuaded to purchase more and more application software. The conflict being; the manufacturer gaining financial rewards for the corporations, from the people who are easily persuaded or obsessed, and could become future addicts. This raises serious ethical issues and brings in to question of corporate social responsibility to the players. Players are known to become addicted, reflected by their obsession to progress through the different levels of each game.