Why do gamers buy 'virtual assets'? An insight in to the psychology behind purchase behaviour

The present study investigated the phenomenon of buying 'virtual assets' for game avatars. Virtual Assets are items that are bought with real-world money for an avatar in-game. Weapons, items, pets, mounts and skin customisations are the most popular examples. Using a qualitative methodology - in this case Interpretative phenomenological analysis (IPA) - six gamers that regularly bought in - game assets were interviewed. IPA was chosen because of its emphasis on lived experience, and each participant had subjective experiences of gaming and purchase behaviour. Of particular focus in this study were the superordinate themes of motivations for purchase behaviour, the resulting psychological impact on the gamer, the social benefits of gaming and virtual asset purchasing, emotional attachment, self-expression through the avatar, impulsivity versus thoughtfulness in purchase intention, and the impact of a transaction machinery on the 'game experience'. Motivations that were found to be of particular importance were item exclusivity, function, social appeal, and collectability. It was found that virtual items enable the gamer to express themselves, feel real satisfaction, and build lasting friendships. Essentially, virtual assets and gaming mostly had a very positive impact on the participant’s psychological wellbeing. Implications for gamers and games production companies are considered

Why Do Gamers Buy 'Virtual Assets'? An Insight in to the Psychology Behind Purchase Behaviour

The present study investigated the phenomenon of buying ‘virtual assets’ for game avatars. Virtual Assets are items that are bought with real-world money for an avatar in-game; weapons, items, pets, mounts and skin customisations the most popular examples. Using Interpretative phenomenological analysis (IPA) six gamers that regularly bought in-game assets were interviewed. IPA was chosen because of its emphasis on lived experience, and each participant had subjective experiences of gaming and purchase behaviour. Of particular focus in this study were the superordinate themes of motivations for purchase behaviour, the resulting psychological impact on the gamer, the social benefits of gaming and virtual asset purchasing, emotional attachment, self-expression through the avatar, impulsivity versus thoughtfulness in purchase intention, and the impact of a transaction machinery on the ‘game experience’. Motivations that were found to be of particular importance were item exclusivity, function, social appeal, and collectability. It was found that virtual items enable the gamer to express themselves, feel real satisfaction, and build lasting friendships. Essentially, virtual assets and gaming mostly had a very positive impact on the participant’s psychological wellbeing. Implications for gamers and games production companies are considered

A Qualitative Analysis of Online Gaming:

The popularity of Massively Multi-Player Online Role-Playing Games (MMORPGs) has risen dramatically over the last decade. Some gamers spend many hours a day in these virtual environments interacting with others gamers, completing quests, and forming social groups. The present study set out to explore the experiences and feelings of online gamers. The study comprised 71 interviews with online gamers (52 males and 19 females) from 11 different countries. Many themes emerged from the analyses of the interview transcripts including (i) relationship with social networking, (ii) social interaction, (iii) the community, (iv) learning real-life skills, (v) reinforcement schedules and operant conditioning, (vi) game design and content, (vii) escaping from real life, (viii) playing longer than intended, and (ix) gamers’ obligations towards others in online worlds. These findings specifically showed the social networking capabilities of online gaming, the community aspects and the psychological mechanisms within MMORPGs that can lead to excessive online gaming. The implications of these findings are discussed in relation to previous qualitative and quantitative research in the area

Automatic mental processes, automatic actions and behaviours in game transfer phenomena: an empirical self-report study using online forum data

Previous studies have demonstrated that the playing of videogames can have both intended and unintended effects. The purpose of this study was to investigate the influence of videogames on players’ mental processes and behaviours in day-to-day settings. A total of 1,023 self-reports from 762 gamers collected from online videogame forums were classified, quantified, described and explained. The data include automatic thoughts, sensations and impulses, automatic mental replays of the game in real life, and voluntary/involuntary behaviours with videogame content. Many gamers reported that they had responded – at least sometimes – to real life stimuli as if they were still playing videogames. This included overreactions, avoidances, and involuntary movements of limbs. These experiences lasted relatively short periods of time but in a minority of players were recurrent. The gamers' experiences appeared to be enhanced by virtual embodiment, repetitive manipulation of game controls, and their gaming habits. However, similar phenomena may also occur when doing other non-gaming activities. The implications of these game transfer experiences are discussed

Female Gamers:

International evidence indicates that the number of females involved in video-gaming is increasing. Within the context of this increase, there is a need to explore the experiences of this group of gamers in detail. This study explored female experiences of playing video-games. Data were collected from an online discussion forum dedicated to video-gaming; the sample comprised of posts drawn from 409 discussion threads. Thematic analysis of the discussions suggests that gaming is a key element of the female gamers’ identity, with females discussing the integration of gaming into their daily lives on a number of different levels. Similar to previous research, social elements of gaming is highlighted with simultaneous difficulties with online interaction emphasised. These themes are discussed in relation to relevant research in the area, along with recommendations for future research and consideration of possible explanations for the themes observed

Dark Lancaster

In this position paper we'll outline a few ongoing and planned projects at Lancaster that are not all sweetness and light. In some we are interested in some of the darker aspects of human nature: frustration when things go wrong in order to design games with the right emotional impact; and anger of those seeking jobs in order to help train those who need to defuse fraught situations. In others we deliberately seek to design ‘bad’ situations; obviously this is necessary to study issues like frustration, but also we design bad things in order to understand what is good! Finally, there are times when good is dark and the bright light of day needs to be shrouded just a little

Smartphone chronic gaming consumption and positive coping practice

Purpose: Chronic consumption practice has been greatly accelerated by mobile, interactive and smartphone gaming technology devices. This study explores how chronic consumption of smartphone gaming produces positive coping practice. Design/methodology/approach: Underpinned by cognitive framing theory, empirical insights from eleven focus groups (n=62) reveal how smartphone gaming enhances positive coping amongst gamers and non-gamers. Findings: The findings reveal how the chronic consumption of games allows technology to act with privileged agency that resolves tensions between individuals and collectives. Consumption narratives of smartphone games, even when play is limited, lead to the identification of three cognitive frames through which positive coping processes operate: (a) the market generated frame, (b) the social being frame, and (c) the citizen frame. Research limitations/implications: This paper adds to previous research by providing an understanding of positive coping practice in the smartphone chronic gaming consumption. Originality/value: In smartphone chronic gaming consumption, cognitive frames enable positive coping by fostering appraisal capacities in which individuals confront, hegemony, culture and alterity-morality concerns

Automated state of play: rethinking anthropocentric rules of the game

Automation of play has become an ever more noticeable phenomenon in the domain of video games, expressed by self-playing game worlds, self-acting characters, and non-human agents traversing multiplayer spaces. This article proposes to look at AI-driven non-human play and, what follows, rethink digital games, taking into consideration their cybernetic nature, thus departing from the anthropocentric perspectives dominating the field of Game Studies. A decentralised post-humanist reading, as the author argues, not only allows to rethink digital games and play, but is a necessary condition to critically reflect AI, which due to the fictional character of video games, often plays by very different rules than the so-called “true” AI

Tailoring persuasive health games to gamer type

Persuasive games are an effective approach for motivating health behavior, and recent years have seen an increase in games designed for changing human behaviors or attitudes. However, these games are limited in two major ways: first, they are not based on theories of what motivates healthy behavior change. This makes it difficult to evaluate why a persuasive approach works. Second, most persuasive games treat players as a monolithic group. As an attempt to resolve these weaknesses, we conducted a large-scale survey of 642 gamers' eating habits and their associated determinants of healthy behavior to understand how health behavior relates to gamer type. We developed seven different models of healthy eating behavior for the gamer types identified by BrainHex. We then explored the differences between the models and created two approaches for effective persuasive game design based on our results. The first is a one-size-fits-all approach that will motivate the majority of the population, while not demotivating any players. The second is a personalized approach that will best motivate a particular type of gamer. Finally, to make our approaches actionable in persuasive game design, we map common game mechanics to the determinants of healthy behavior