Are They Really Just Cosmetic? the Impact of Cosmetic Items on Fortnite\u27s Gameplay and Game Design

Cosmetic microtransactions, the act of paying for virtual items that customize certain parts of video games and virtual worlds such as skins that change the appearance of the avatar, are looked upon more favorably in the gaming community than performance-enhancing microtransactions, where one pays for virtual items that enhance the abilities of avatars or speed up the progression of the game. Video game industry spokespeople have adapted this rhetoric and emphasized that the microtransactions in their games are for cosmetic items only with no bearing on gameplay. However, the way players use cosmetic items in games and the way cosmetic items inspire certain game mechanics suggest that their function in games isn’t purely ornamental. Using Fortnite as a case study, I argue that cosmetic items can influence gameplay and that the lucrative aspects of cosmetic microtransactions influence game design. Players use cosmetic items not only to be fashionable, but as tools to fashion their own metagames - games within, around, and outside of games. Game companies know that players care about cosmetic items and avatar customization, and they design their games to make cosmetic items as desirable as possible. Cosmetic microtransactions help us understand that visual design is one of the biggest influences on gameplay and the business of games

Character attachment in team-based first person shooter game with respect to the role in the combat among Korean young gamers

Character attachment have been studied thoroughly from the view of psychology and media researches. In game playing, the player-avatar relationship is a form of character attachment and affects a good game design as well as management systems such as character customizing and in game purchasing policy. In this paper, we investigate such player-avatar relationship on the theme of team-based FPS where in general the attachment is not expected to be high. However, from the online survey for Tom Clancy’s Rainbow 6 Siege mania groups, we find that there are different character attachment patterns with respect to the role of players in the team–attacker, defender, and supporter. It shows that attackers think avatar as an ‘object, but the defenders show more ‘avatar as others’ than the attackers. The supporters show high responsibility for the avatar and their play style is most like ‘avatar as symbiote’ manner

Carrying forward Uses and Grat 2.0: A study of new gratifications for F2P games based on APEX Legends

This study employed a Uses and Gratifications (U&G) theoretical framework (MAIN model) to investigate the effects of virtual items in free-to-play (F2P) games on players\u27 satisfaction. Additionally, this study tried to investigate extra satisfaction that players get in the process of consuming virtual items. A mixed-method survey in China with a sample size of 265 participants was utilized to test the research questions. The findings of the study revealed significant variations in satisfaction related to personalization and sociality level between free players and paying players, and the degree was positively correlated with the in-game spending level. In addition, one satisfaction not included in prior research on video games—superiority—was found through qualitative data analysis. Keywords: Virtual items, free-to-play, purchase, Uses and gratifications (U&G

Monetization of Social Network Games in Japan and the West

Social Network Games (SNGs) first appeared in Asia in the latter half of the 00s, and soon became a widespread phenomenon all over the world. In the West, US developer Zynga quickly rose to fame with their hit title FarmVille, and now enjoys a nearly monopolistic position among games on Facebook. In Japan as well, the SNG industry has grown at an exceptional pace since its birth and is predicted to keep growing. Most SNGs use a business model called free-to-play, which allows the player to play the game for free unless the player chooses to pay for some virtual item available in the game. This makes it important for games to monetize their users by providing players with incentives to pay a small fee to enhance their experience. It has long been known that SNGs in Japan are more profitable than Western ones when it comes to revenue per user. The accepted explanation for this has been that special characteristics of the Japanese market make it easier to monetize users on the Japanese market, as they are more willing to pay for games. However, as the Japanese SNG market is becoming saturated, several developers are going global, and 2012 saw a storm of Japanese SNGs being released in the US and other Western markets. Far from all of these games were successful, but some of them are performing very well. In particular, the card battle role playing game (RPG) Rage of Bahamut quickly reached the top position of highest grossing apps on both the iPhone App Store and the Android Google Play Store in the US. Moreover, the game’s publisher reports average revenue per daily active user (ARPDAU) which is twenty times higher than the US market average. Several other Japanese developers with titles released on the US market are reporting similar numbers, which has led to speculation that perhaps the success of Japanese SNGs is not only due to market differences. The purpose of this thesis is to further understand if and how Japanese SNGs monetize better than Western games. The study seeks answers to the following research questions: 1. How do the game mechanics differ between Japanese and Western SNGs? 2. What game mechanics affect how much a player is willing to pay? In order to do test this, twelve SNGs, six Japanese and six Western, are tested and analyzed using an analysis model. The analysis model is based on research on game design as well as on gamification; a field which is closely related to SNGs. Using the analysis model, game characteristics which could affect monetization are identified. In addition to the comparative game study, a market analysis is performed for both markets, in attempt to find information about the markets which cannot be easily obtained only by testing the games hands-on. The study found that Japanese and Western SNGs differ in several ways. For each market, five unique characteristics are identified and explained. Whether the five characteristics found for Japanese SNGs are directly related to the games’ monetization or not is difficult to tell without access to the games’ KPIs. However, information gained in the market analysis suggests that some of the identified characteristics are indeed what makes Japanese SNGs monetize better

Examining cosmetic virtual item purchase in World of Warcraft: A theory of consumption values perspective

The online gaming market has grown drastically in the recent years. However, instead of the actual game sales, most of the profits now come from selling virtual items in-game for real money. To support this, many games are moving away from a subscription-based model and into a free-to-play model. World of Warcraft is one of the few major MMOs still utilizing a subscription-based model, and thus provides an interesting context in which cosmetic virtual items are bought for real money. This study took the theory of consumption values literature as a main theoretical framework from which to approach this concept. Also, theory on virtual item purchase, and cosmetic items specifically, was used to build a framework for this study. The theoretical framework was based on a modification of the original theory of consumption values and combining it with previously unused parts from the original model. Therefore, this paper has a basis in previous research on the field, while also contributing to the research of (cosmetic) online game item purchase intention by introducing a new framework with which to inspect this phenomenon. As of late-2018, this study is the first to inspect cosmetic game item purchase intention in a pay-to-play online game. An online questionnaire was used to gather responses from World of Warcraft players from official and unofficial forums, closed Facebook groups and specific sub-Reddits. The final sample size for the study was 202. Exploratory and confirmatory factor analysis was run on the results to confirm framework validity, and structural equation modeling was used to form a new framework (p < ,000) with which to examine cosmetic online game purchasing behaviour. The primary findings of this paper indicate that an increase in visual authority (i.e. status) will increase the enjoyment players derive from using cosmetic game items, which in turn leads to an increased intention to purchase said items. Furthermore, a higher perceived value for money leads to an increased intention to purchase said items. Other factors, such as perceived network size, were found to not influence intention to purchase. In other words, cosmetic virtual item purchasing intention is influenced by social, emotional and monetary values. This paper has contributed to present scientific knowledge on both the theory of consumption values and cosmetic game item purchase by examining them in the context of World of Warcraft, and subsequently developing a new structural framework through which said purchasing can be examined more accurately. The findings are also in line with previous research done in World of Warcraft in similar contexts. Managerial implications are also discussed, and new ways of offering cosmetic virtual items are examined, such as offering them as limited-time accessories for World of Warcraft’s e-sports tournaments Additionally, limitations of this study and avenues for further research are discussed

Why do people consume digital virtual fashion? An explorative study to understand motivations

In the past decade, digital virtual goods (DVG) have become a significant aspect of online consumption (social media, games and virtual communities) and a vast amount of literature has assessed the values consumers perceive from such goods. However, research has neglected to assess one particular type of DVGs: fashion. Due to recent advancements in technology, the consumption of digital virtual fashion (DVF) has gained importance and more brands are selling their clothes as digital collections. The objective of this thesis was to deliver a better understanding of the underlying reasons why consumers purchase DVF. An explorative study in the form of semi-structured interviews was conducted with 5 participants. The analysis identified four major motivational themes: self-expression, experimentation, social factors and dematerialisation of life. First, DVF serves as a vehicle for identity expression which varies in the degree of similarity to the physical identity. Second, individuals see value in experimentation, which is perceived as easier and less risky. Third, consumption intentions are influenced by social drivers. DVF can enhance social status either through traditional status symbols or novelty. Furthermore, DVF can increase status by showing off expertise in digital technology trends. Lastly, the dematerialisation of life is not a motivation itself but contributes to intensifying the previously named motivations. The findings demonstrate that specific consumer motivations are unique to DVF, which brings important implications for fashion brands and marketers that want to enter or are already present in the DVF market.Na última década, os bens virtuais digitais (DVG) tornaram-se um aspeto importante no consumo online (meios de comunicação social, jogos e comunidades virtuais). Contudo a academia tem negligenciado a avaliação de um segmento particular de DVG: a moda. Devido aos recentes avanços da tecnologia, o consumo de moda virtual digital (DVF) ganhou significado e mais marcas estão a vender as suas roupas como coleções digitais. O objetivo desta tese é proporcionar uma melhor compreensão das razões subjacentes à compra de DVF pelos consumidores. Foi realizado um estudo exploratório sob a forma de entrevistas semiestruturadas com 5 participantes. Foram identificados quatro grandes temas motivacionais: auto-expressão, experimentação, fatores sociais e desmaterialização da vida. Primeiro, o DVF serve como veículo de expressão da identidade, que varia no grau de semelhança com a identidade física. Em segundo lugar, os indivíduos vêem valor na experimentação, o que é percebido como mais fácil e menos arriscado. Em terceiro lugar, as intenções de consumo são influenciadas pelos condutores sociais. O DVF pode melhorar o estatuto social, quer através de símbolos tradicionais de estatuto, quer através da novidade. Além disso, o DVF pode aumentar o estatuto através da exibição de conhecimentos sobre as tendências da tecnologia digital. Por último, a desmaterialização da vida não é uma motivação em si, mas contribui para a intensificação das motivações anteriormente mencionadas. Os resultados demonstram que existem motivações específicas dos consumidores que são exclusivas do DVF

Optimising gamification using constructive competition and videogames

This thesis is concerned with the use of gamification to make studying more fun. Games are designed to be compulsive and enjoyable, so if we can apply game design principles to studying then it might increase student engagement. Gamification is the name given to this concept and describes how some game design principles (like points, leaderboards, competition, rewards, etc.) can be applied generically to non-gaming, real-world activities, like studying. Many commonly used game design principles, like those mentioned, are extrinsic motivators. For example, scoring points has nothing to do with learning times tables, but points can be used to motivate someone to learn maths. Extrinsic motivation like this can have negative side effects as people may feel pressure or stress, which can then reduce the inherent enjoyment of the activity. The joy of learning, the pleasure of practicing some skill, is known as intrinsic motivation. Some activities do not rely on intrinsic motivation; consider a worker performing a task that requires no creativity or imagination, something that can be learnt by rote. However, many activities require inquisitiveness and creativity, a key feature of intrinsic motivation; consider a student learning a new subject in a school. In these situations, great care must be taken when using extrinsic motivation (a key part of gamification) such that it does not reduce someone’s intrinsic motivation. Historically, this was not well understood and gamification was used inappropriately in environments such as schools where reductions in intrinsic motivation could not be tolerated (Deci, Koestner, & Ryan, 2001). In an education setting, where there are concerns around intrinsic motivation, anda gamification approach could feel ‘tacked on’; custom designed educational games are often preferred as they can capture the essence of the activity directly. Therefore they are usually seen as more beneficial and less prone to reducing intrinsic motivation, but are often expensive and inflexible (Egenfeldt-Nielsen, 2005). Gamification can be cheaper, more flexible and easier to embed within existing learning activities (Sebastian Deterding, Dixon, Khaled, & Nacke, 2011).In these studies, gamification with constructive competition was used to engagestudents, without using extrinsic motivational levers (e.g. real-world reward and compulsory participation) that may reduce intrinsic motivation. This thesis provides a theoretical and empirical exploration of “constructive competition”: design techniques that seek to minimise gamification’s negative effect on intrinsic motivation. Two studies are described which detail the development of a new approach to gamification design based on constructive competition and its use in classes with computing students. A mobile gamification application called 'Unicraft' was developed to investigate these ideas, and the results of the studies suggest that it is possible to design for constructive competition and create positive gamification experiences. Full results and implications are presented, providing guidelines on gamification design best practice, development methodology and an example technical implementation using mobile devices

The Cost of Playing the Game: Modeling In-Game Purchase Intention and Investigating Purchase Behavior of Mobile Gamers

Free-to-play games typically have a monetization model that relies on players to purchase in-game items or virtual goods to generate revenue (Nguyen, 2015). There have been several empirical efforts to investigate purchase intention of virtual goods in video games with some focusing on quantitative models of purchase intention. Most of these studies tend to be with virtual worlds and lack the use of validated instruments to measure constructs (Hamari & Keronen, 2017). This research sought to gain a greater understanding of purchase intention of in-game content or virtual goods in mobile games through two studies. Study 1 modeled purchase intention with factors including satisfaction, addiction, attitudes of virtual goods, social motivations, continuance intention, and play characteristics. A total of 284 participants who played mobile games for at least 5 hours a week completed an online survey examining the relationships between the different constructs. Several structural equation models were generated to find the best fitting model. Results of the final model explained 66.1% of the variance in purchase intention with the factors of attitudes towards virtual goods, monetary value, addiction, enjoyment, and creative freedom. Attitudes towards virtual goods (β = .767) was the most associated factor with purchase intention in the model followed by enjoyment (β = .153), monetary value (β = .148), creative freedom (β = -.127), and addiction (β = .106). Study 2 examined purchase behavior of mobile video game players with a longitudinal diary study. Eight mobile video game players selected a game to play over the course of two weeks while logging their experience and purchases. Seven of the eight participants made a purchase of in-game content. Analyses of what game elements contributed to purchasing behavior revealed that some participants reported associated dark patterns around their purchases such as paying for enhancements, which is paying for in-game content to make characters stronger to progress in the game. Players also encountered loot boxes that provide only a chance to earn specific items in the game. These results add to Study 1 results by demonstrating that aspects of how a game is designed may impact in-game purchase intention and should be considered in future research. The combination of Studies 1 and 2 show that both psychological constructs of mobile gamers and aspects of game design may influence in-game purchase intention. Future research could replicate the model from this research in other in-game purchase intention or actual purchase behavior settings such as different types of games genres, platforms, or populations. Other areas of future research include further examination of the impact of dark game design patterns on purchase behavior in other situations (e.g., console, free to play vs. pay to play) and the development of ways to mitigate deceptive designs on player purchasing habits

Students’ Perception of Motivation to Learn: Does an Avatar Motivate?

Context: This research investigates students’ perception of motivation to learn among students at one of the public university in Malaysia. Students were provided with an avatar as well as an avatar environment called the Avatar Hall. The Avatar Hall was developed in order for the student to access their avatar. Although other studies have been carried out when an avatar is constantly displayed on the screen, while students having their learning with Computer-based Learning (CBL) environment, where learning is conducted fully on the CBL, this research is primarily focused on the context of having an avatar when it is not displayed constantly to the students when students is having their learning in conventional learning environment (attending lecture). Aim: The aim of the research is to investigate the effect of having an avatar alongside learning activities. Method: This research is an empirical research where students have been given access to the Avatar Hall alongside their learning activities. There were two experiments conducted in this research, Experiment 1 and Experiment 2. A total number of 71 first year students from the Department of Cognitive Science and 45 first year students from the Department of Human Resource Development were selected to participate in this research. These students were further grouped into three: human character avatar (treatment 1), text avatar (treatment 2) and non-avatar (control group). As the name implied, students who were in treatment 1 will be offered a human-type avatar character, whereas students in treatment 2 had a text as their avatar. Students in the control group did not get any of avatar character or avatar name. The Avatar Hall was developed and categorised into two: attribute-based environment (AbE) and ranking-based environment (RbE). The AbE environment was designed for treatment 1 whereas the RbE environment was designed for treatment 2. In the AbE environment, students were offered an opportunity to view and personalise their human avatar character. Students who were in the RbE environment, on the other hand, were presented of a ranking board where their text avatar was placed. The research instrument used in this research was a motivation inventory, designed and developed by Ryan and Deci (2008). This inventory was modified according to the needs of the research. It was used to measure students' perceptions of motivation to learn. The inventory was consisted of Likert-type statements, each with five choices of response from "strongly disagree" to "strongly agree". Results: The results from the statistical analysis indicate that students in Experiment 2 were more motivated than students in Experiment 1, specifically from the human character avatar group. In addition, students who used the text avatar in Experiment 1 were accessing the Avatar Hall more often than students who used the text avatar in Experiment 2. Conclusions: This research has shown that having a human character avatar, in comparison with a text avatar and non-avatar, in their learning environment does give an opportunity to offer an alternative factor to motivate students to learn, even though the existence of an avatar and the Avatar Hall environments was applied in the conventional learning environment