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THE ANATOMY OF GAMER MOTIVATIONS WHAT WE LEARNED FROM 250,000 - - PowerPoint PPT Presentation
THE ANATOMY OF GAMER MOTIVATIONS WHAT WE LEARNED FROM 250,000 - - PowerPoint PPT Presentation
THE ANATOMY OF GAMER MOTIVATIONS WHAT WE LEARNED FROM 250,000 GAMERS PREVIOUSLY ON QUANTIC FOUNDRY SAMPLE NOTES 283,384 gamers (unique IP addresses) Gender: 80% Male / 19% Female / 1% Non-Binary Age: Median = 25, Range = 13-80
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SAMPLE NOTES
- 283,384 gamers (unique IP addresses)
- Gender: 80% Male / 19% Female / 1% Non-Binary
- Age: Median = 25, Range = 13-80
- Gamer Type: Casual 11% / Core 68% / Hardcore 21%
- Geographic distribution
- United States (125k), Canada (14.8k), United Kingdom (13.9k), Brazil (9.4k),
Australia (8.5k), Italy (7.2k), Poland (6.8k), Indonesia (6.6k), Denmark (5.8k), Philippines (5k), Germany (4.9k), Sweden (4.4k), France (3.6k), Singapore (3.6k), Netherlands (3.1k), Spain (2.4k), Turkey (2.3k), Malaysia (2.2k), Russia (2.2k), Chile (2.0k), Norway (1.9k) …
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GAMER MOTIVATION MODEL
Action
“Boom!”
Social
“Let’s Play Together”
Mastery
“Let Me Think”
Achievement
“I Want More”
Immersion
“Once Upon a Time”
Creativity
“What If?”
Destruction
- Guns. Explosives.
- Chaos. Mayhem.
Competition
- Duels. Matches.
High on Ranking.
Challenge
- Practice. High
- Difficulty. Challenges.
Completion
Get All Collectibles. Complete All Missions.
Fantasy
Being someone else, somewhere else.
Design
Expression. Customization.
Excitement
Fast-Paced. Action.
- Surprises. Thrills.
Community
Being on Team.
- Chatting. Interacting.
Strategy
Thinking Ahead. Making Decisions.
Power
Powerful Character. Powerful Equipment.
Story
Elaborate plots. Interesting characters.
Discovery
- Explore. Tinker.
Experiment.
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3 HIGH LEVEL CLUSTERS
Action
“Boom!”
Social
“Let’s Play”
Destruction
- Guns. Explosives.
- Chaos. Mayhem.
Competition
- Duels. Matches.
High on Ranking.
Excitement
Fast-Paced. Action.
- Surprises. Thrills.
Community
Being on Team.
- Chatting. Interacting.
Mastery
“Let Me Think”
Achievement
“I Want More”
Challenge
- Practice. High
- Difficulty. Challenges.
Completion
Get All Collectibles. Complete Missions.
Strategy
Thinking Ahead. Making Decisions.
Power
Powerful Character. Powerful Equipment.
Immersion
“Once Upon a Time”
Creativity
“What If?”
Fantasy
Being someone else, somewhere else.
Design
Expression. Customization.
Story
Elaborate plot, characters.
Discovery
- Explore. Tinker.
Experiment.
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SOCIAL IS SOCIAL
Competition isn’t the
- pposite of Community.
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SOCIAL IS SOCIAL
Action
“Boom!”
Social
“Let’s Play”
Destruction
- Guns. Explosives.
- Chaos. Mayhem.
Competition
- Duels. Matches.
High on Ranking.
Excitement
Fast-Paced. Action.
- Surprises. Thrills.
Community
Being on Team.
- Chatting. Interacting.
Mastery
“Let Me Think”
Achievement
“I Want More”
Challenge
- Practice. High
- Difficulty. Challenges.
Completion
Get All Collectibles. Complete Missions.
Strategy
Thinking Ahead. Making Decisions.
Power
Powerful Character. Powerful Equipment.
Immersion
“Once Upon a Time”
Creativity
“What If?”
Fantasy
Being someone else, somewhere else.
Design
Expression. Customization.
Story
Elaborate plot, characters.
Discovery
- Explore. Tinker.
Experiment.
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IT’S A MAP
Proximity indicates best bets for the audience.
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SPREADING ACTIVATION
Action
“Boom!”
Social
“Let’s Play”
Destruction
- Guns. Explosives.
- Chaos. Mayhem.
Competition
- Duels. Matches.
High on Ranking.
Excitement
Fast-Paced. Action.
- Surprises. Thrills.
Community
Being on Team.
- Chatting. Interacting.
Mastery
“Let Me Think”
Achievement
“I Want More”
Challenge
- Practice. High
- Difficulty. Challenges.
Completion
Get All Collectibles. Complete Missions.
Strategy
Thinking Ahead. Making Decisions.
Power
Powerful Character. Powerful Equipment.
Immersion
“Once Upon a Time”
Creativity
“What If?”
Fantasy
Being someone else, somewhere else.
Design
Expression. Customization.
Story
Elaborate plot, characters.
Discovery
- Explore. Tinker.
Experiment.
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SPREADING ACTIVATION
Action
“Boom!”
Social
“Let’s Play”
Destruction
- Guns. Explosives.
- Chaos. Mayhem.
Competition
- Duels. Matches.
High on Ranking.
Excitement
Fast-Paced. Action.
- Surprises. Thrills.
Community
Being on Team.
- Chatting. Interacting.
Mastery
“Let Me Think”
Achievement
“I Want More”
Challenge
- Practice. High
- Difficulty. Challenges.
Completion
Get All Collectibles. Complete Missions.
Strategy
Thinking Ahead. Making Decisions.
Power
Powerful Character. Powerful Equipment.
Immersion
“Once Upon a Time”
Creativity
“What If?”
Fantasy
Being someone else, somewhere else.
Design
Expression. Customization.
Story
Elaborate plot, characters.
Discovery
- Explore. Tinker.
Experiment.
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SPREADING ACTIVATION
Action
“Boom!”
Social
“Let’s Play”
Destruction
- Guns. Explosives.
- Chaos. Mayhem.
Competition
- Duels. Matches.
High on Ranking.
Excitement
Fast-Paced. Action.
- Surprises. Thrills.
Community
Being on Team.
- Chatting. Interacting.
Mastery
“Let Me Think”
Achievement
“I Want More”
Challenge
- Practice. High
- Difficulty. Challenges.
Completion
Get All Collectibles. Complete Missions.
Strategy
Thinking Ahead. Making Decisions.
Power
Powerful Character. Powerful Equipment.
Immersion
“Once Upon a Time”
Creativity
“What If?”
Fantasy
Being someone else, somewhere else.
Design
Expression. Customization.
Story
Elaborate plot, characters.
Discovery
- Explore. Tinker.
Experiment.
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VOLATILITY
Motivations aren’t created
- equal. Some are volatile.
Others are inert.
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EXCITEMENT DROPS LINEARLY WITH AGE
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OF THE 12 MOTIVATIONS, COMPETITION IS MOST AGE-VOLATILE
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GAMIFICATION
Competition, often found in gamification mechanic lists, is likely a poor motivator for most corporate employees above age 30.
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THERE’S ALSO A GENDER DIFFERENCE BETWEEN AGES 13-40
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BUT SURPRISINGLY SIMILAR COHORT OF GAMERS AFTER AGE 40
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STABILITY
But not all motivations are
- volatile. Some are incredibly
consistent.
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COMPLETION IS A VERY STABLE MOTIVATION
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PRIMARY MOTIVATIONS (MEN)
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PRIMARY MOTIVATIONS (WOMEN)
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COMPLETION IS IN TOP 3 ACROSS ALL SEGMENTS
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POLARIZATION
Female gamers are more polarized about what they want.
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SIDE BY SIDE COMPARISON
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COMPARING THE DELTA
2.5x 5.7x
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COMPARING CUMULATIVE COVERAGE
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VARIANCE
There’s a practical reason for understanding variance among motivations. It’s directly related to audience coverage.
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WE CAN SUMMARIZE A DISTRIBUTION WITH THE MEAN
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BUT ANOTHER IMPORTANT ASPECT IS THE VARIANCE
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THE SMALLER THE VARIANCE, THE EASIER TO ACHIEVE COVERAGE
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LESS VARIANCE = MORE COVERAGE
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DESIGN RUBRICS
Let’s visualize appeal and volatility at the same time.
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MALE GAMERS
The most popular motivations are also the most volatile.
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FEMALE GAMERS
Relative to the men, far more consistency and stability.
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HISTORICAL ACCIDENTS
Some genres may be accidental combinations of
- rthogonal motivations.
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PIVOT POINTS
Game Titles/Franchises Gaming Motivations Demographic Variables
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IDLE CLICKERS GAMER TYPE %
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Most Important Motivations
1) Completion 2) Power
Least Important Motivations
1) Excitement 2) Fantasy 3) Story
IDLE CLICKER AUDIENCE PROFILE
Other Popular Games
- Diablo III
- Fallout 4
- The Elder Scrolls Online
- EVE Online
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GAMER MOTIVATION MODEL
Action
“Boom!”
Social
“Let’s Play”
Destruction
- Guns. Explosives.
- Chaos. Mayhem.
Competition
- Duels. Matches.
High on Ranking.
Excitement
Fast-Paced. Action.
- Surprises. Thrills.
Community
Being on Team.
- Chatting. Interacting.
Mastery
“Let Me Think”
Achievement
“I Want More”
Challenge
- Practice. High
- Difficulty. Challenges.
Completion
Get All Collectibles. Complete Missions.
Strategy
Thinking Ahead. Making Decisions.
Power
Powerful Character. Powerful Equipment.
Immersion
“Once Upon a Time”
Creativity
“What If?”
Fantasy
Being someone else, somewhere else.
Design
Expression. Customization.
Story
Elaborate plot, characters.
Discovery
- Explore. Tinker.
Experiment.
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UNEXPECTED SEGMENTS
Bridges between clusters can
- ccur in underlying player
segments.
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STRATEGY + STORY
Action
“Boom!”
Social
“Let’s Play”
Destruction
- Guns. Explosives.
- Chaos. Mayhem.
Competition
- Duels. Matches.
High on Ranking.
Excitement
Fast-Paced. Action.
- Surprises. Thrills.
Community
Being on Team.
- Chatting. Interacting.
Mastery
“Let Me Think”
Achievement
“I Want More”
Challenge
- Practice. High
- Difficulty. Challenges.
Completion
Get All Collectibles. Complete Missions.
Strategy
Thinking Ahead. Making Decisions.
Power
Powerful Character. Powerful Equipment.
Immersion
“Once Upon a Time”
Creativity
“What If?”
Fantasy
Being someone else, somewhere else.
Design
Expression. Customization.
Story
Elaborate plot, characters.
Discovery
- Explore. Tinker.
Experiment.
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nick@quanticfoundry.com
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We used social network analysis to find the predictors of guild longevity in World of Warcraft. We used surveys and factor analysis to identify and quantify the primary motivations of gamers. We used machine learning methods to infer a person’s age, gender, and personality from their in-game behavior. At Ubisoft, we developed new methods for behavior segmentation and understanding the player journey.