Monetization mechanisms in gacha games: The behavioral triad of pricing strategies, pity systems, and belief of luck

As a dominant monetization mechanism in mobile gaming, gacha systems have raised significant concerns regarding their behavioral impacts due to the probabilistic nature of virtual item acquisition. While previous studies have drawn parallels between gacha engagement and gambling-related disorders, this research adopts a behavioral economics lens to investigate the determinants of user participation in this prevalent virtual economy model. Through a randomized controlled trial (N = 457), we systematically examine how pricing strategies (single-pull gacha cost) and pity systems (guaranteed prize mechanisms) interact to shape players’ intention to pay. Empirical evidence reveals that both pricing strategies of single gacha and pity systems significantly impact the spending intentions through cognitive reappraisal of perceived risk. Notably, individual differences in belief of luck patterns emerged as critical moderators. This study quantifies the economic interplay between system architecture and superstitious cognition, and provides evidence-based recommendations for gacha mechanisms design and regulatory interventions targeting compulsive spending patterns in digital environments.