Being social for whom? Issues of monetization, exploitation, and alienation in mobile social games

Abstract

This study investigates Korean teen females’ Kakao gaming culture by focusing on the political economy of mobile social games and the issue of free labor within free-to-play games. Through focus group interviews with 23 teen females, the study explores how the connective properties of the KakaoTalk platform affect the logics of Kakao Games and how gamers’ social activities become monetized and commodified by game companies. Based on the monetization strategies of free-to-play games and the theoretical framework of exploitation and alienation in digital labor, we analyze how the game companies subtly conceal viral marketing tools under the mask of socializing components, specifically by encouraging users to send invitations and hearts, as well as engage in boasting. We argue that while this process multiplies revenue for the corporate territory of game companies and platform businesses, teen female gamers are alienated not only from their game play and social labor but also from themselves and others, thus revealing commodified social relations. This study interrogates the impact of the platformization and gamblification of the game industry and underscores the risk they produce for vulnerable populations.