Online gaming Jeroen Bun s062063
Content: • What are online games? • Who plays these games? • Why do they play? • What games do they play? • Recommendations Jeroen Bun s062063
What are online games? Online games are played on a network. This is a virtual place where people can interact with eachother. This can be done by playing against each other or in co-operation. Jeroen Bun s062063
Who plays online games? • Slightly more males than females • No exact numbers, depends on game(type) • The average online gamer is 26 years old • Average age per game may vary • Age range is 11 – 68 years old Jeroen Bun s062063
Why do they play? Jeroen Bun s062063
Why do they play? The biggest motivation for female gamers is the ‘relationship’ aspect. Jeroen Bun s062063
Why do they play? The biggest motivation for male gamers is the entire ‘achievement’ aspect. Younger gamers are more motivated by achievement than older gamers. Jeroen Bun s062063
Why do they play? Socializing is equally important to female and male gamers. Male players socialize just as much as female players, but are looking for very different things in those relationships. Jeroen Bun s062063
What games do they play? • Console games (xbox live/psn) • MMORPG’s (wow, aion, guildwars) • Web based MMO’s (travian, farmville) • Virtual worlds (second life, playstation home) • Mobile games (Nintendo DS, PSP, iPhone) • Flash games (card games, puzzle games) Jeroen Bun s062063
Console games • (xbox live/PSN) • Gameplay: Compete or co-operate in shooters, racers, rts, action/adventure etc. • Motivator: Achievement, socializing and teamwork • Audience: Males around 20 • Where: At home, living room or bedroom • Marketing: People buy games at retail, subscription to play online, dlc is offered. Jeroen Bun s062063
MMORPG’s • (World of Warcraft, Aion, Guildwars) • Gameplay: Build up your character and play with/against people to complete quests. • Motivator: Advancement, mechanics, socializing, relationship, teamwork, escapism • Audience: Males and females around 26 • Where: At home or gamecafé, anywhere the software is installed • Marketing: Buy game at retail, monthly subscription, “gold farming” Jeroen Bun s062063
Web based MMO’s • (Travian, Runescape, Barafranca, Farmville) • Gameplay: Build a character, form groups and fight with other groups to earn reward. • Motivator: Achievement, socializing, relationship, teamwork • Audience: Males and females around 26 • Where: Anywhere with a internet connection. (pc/mobile) • Marketing: Play for free, pay for upgrades/enhancements Jeroen Bun s062063
Virtual worlds • (Second life, Habbo hotel, PSN home) • Gameplay: Simulation of real world. Real gameplay is questionble • Motivator: Advancement, socializing, relationship, teamwork, role playing, escapism • Audience: Males and females around 26, more mature audience • Where: Plug-in has to be downloaded for browser based play. • Marketing: Play for free, pay for upgrades/enhancements, micro-transactions Jeroen Bun s062063
Mobile games • (NDS, PSP, iPhone) • Gameplay: Compete or co-operate in shooters, racers, rts, action/adventure etc. • Motivator: Competition, socializing, teamwork, • Audience: Males and females, less popular in Holland. • Where: At home, wireless hotspots, public transport • Marketing: Buy games at retail, some free functions (messaging). Jeroen Bun s062063
Flash games • (Card games, ) • Gameplay: Play small games in free time, upload scores to leaderboards, compete. • Motivator: Competition, socialize • Audience: Males and females • Where: At home, at work • Marketing: Free gaming Jeroen Bun s062063
Recommendations • Aim for an audience aged 20-30. • Incorporate an achievement system and • socializing functions (chat, messages, clans) • in order to get a mixed audience. • Offer a web based platform, this makes it highly • accessible. • Buy retail product and offer a free basic service with micro-transactions/paid upgrades. Jeroen Bun s062063
Sources: • http://www.liebertonline.com/doi/abs/10.1089/cpb.2006.9.772 • http://www.liebertonline.com/doi/abs/10.1089/cpb.2005.8.110 • http://m-plabs.com/mmogarticles/MMO_Player_Motivations.pdf Jeroen Bun s062063
