The Gamified and Monetized Spectacle of TikTok Live Matches

Abstract

TikTok Live Matches (TLM) are a specific feature of the TikTok social media platform showcasing a fiveminute competition between two or four content creators with over 1,000 followers. During that contest, creators call for donations from their audience. This research explores how TLM incentivizes spending from viewers to purchase virtual gifts for their favorite content creators. Utilizing a walkthrough analysis (Light et al., 2016) and content analysis of live matches, the study examines how gamification, dark patterns, and parasocial relationships influence viewer spending behavior. The findings reveal that TLM leverages game elements (e.g., rankings, challenges, badges) to gamify the competition, motivating viewers to spend real money for in-game rewards. Furthermore, the platform strategically employs dark patterns (e.g., pop-up messages, complicated conversion rate, hidden spending limits) to nudge viewers towards spending. Finally, content creators foster a strong sense of closeness and familiarity with their donators, blurring the lines of traditional parasocial relationships and encouraging viewers to spend on gifts to strengthen these connections. Additionally, content creators strategically motivate viewers to spend by offering unique rewards going beyond the automated system. The research concludes by urging platforms like TikTok to prioritize user well-being, for instance, by implementing transparent spending controls and potentially regulating content creator discourse to create a more responsible user experience. Future studies may explore ethical dimensions to complete the full impact of the TLM.