Are you serious? You're comparing micro-transactions in Candy Crush to Versace/Starbucks/Cadillac. Do you honestly think that's a reasonable comparison?
There is a comparison. Both companies purposefully attempt to persuade people to pay money for their products. Like every other company that has ever existed.
there's a difference though. In one, you get a useful product: a car. And a good feeling that goes with it.
What king does, and what is being called manipulation, does not result in satisfaction or good feeling. A person simply spends money in order to progress, but ultimately does not actually get an enjoyable experience or useful product out of spending the money. It's borderline gambling.
What about Versace? Is a watch a useful product when its priced at $2,000? Is convincing others to pay $1,500 for a pair of jeans anything other than manipulation?
Your counterpoint doesn't really hold any water. King might be sucking value out of manipulating customers into buying into imaginary value, but they are the far from the first successful company to do so.
Now you are moving the goal posts. So Versace is "fair" because of intangible feeling X, but Candy Crush isn't because of intangible feeling Y? For all you know high Candy Crush scores could be a display of high status on some college campus somewhere. Neither companies sell anything other than the feeling you get when you buy their product.
You can argue that versace is wrong on its own terms, but people aren't buying versace for the same reasons they buy candy crush power ups. Maybe you're right, maybe Candy Crush high scores does impress someone, but that's a superficial observation. the real question is why should it impress anyone? what did King do to make that impressive?
And is it really impressing other people that is truly the motivating factor in buying more power ups? Or is it.... the exploitation of bugs in the human operating system? The construction of game mechanics to manipulate people's emotions into doing things that don't make rational sense?
I think you are being deliberately obtuse.
We are talking about exploitation here. Finding bugs in the human operating system and exploiting them. It's technically a legitimate business, but is it moral, or ethical? no.
If King's customers didn't get satisfaction from their purchases, they wouldn't make the purchases. It sounds like you simply don't get satisfaction from that type of product (I don't either), so you leap to a normative claim about which feelings are "legitimate" and which aren't. I don't agree with your comparison to gambling, but even if I did, I don't have a problem with gambling either.
How does one decide what is "compulsion" and what is "satisfaction"? What if someone really believes that they find Candy Crush fun and are very satisfied with the money they spend on it? Are they wrong? Are you able to determine what they truly enjoy better than they themselves?
People attempt to construct this dichotomy all the time, but I have yet to hear of a decision procedure.
Gambling addiction is unfortunate, but completely irrelevant to this point. People get addicted to prescription pain medication, exercise, and sex, but I'm not against any of those things either.
Loyalty programs are very similar psychologically to what King and other game makers do in their games to get you to buy from them. Give someone a reason to spend money and they will and without realising it, you've spent more than it cost you to give away that free coffee are purchasing 5 coffees.
starbucks relies on providing the user a quick fix of doamine when they feel stressed or unfocused, which keeps them coming back.
versace and cadillac rely on providing their customers a feeling of superiority and social status. cadillacs are arguably better engineered than other brands, but versace is clearly all about status.
i think it's a reasonable comparison, but as others have said, this is what most companies do anyhow.