gaming-studies
Latest
Massively Interview: Dr. Lawrence Sanders on MMO loyalty
Beyond amazing character design, compelling narratives, and the presence of dragons, there is one thing that all MMOs depend upon for success: player loyalty. Without returning subscribers, a loving community, or folks dropping a few dimes in the cash shop now and again, MMOs simply wouldn't be a feasible way for a games studio to do business. Smart development teams have player retention departments tasked specifically with tracking and analyzing the rise and fall of player allegiances and finding ways to leverage loyalty is becoming an increasingly important aspect of the creation process. Even the non-gaming world is getting in on the fray. Back in November, researchers at the University at Buffalo School of Management published a study tracing the roots of player loyalties in a variety of MMO environments. The study outlined the mentalities of MMO gamers and the things that successfully encouraged them to keep coming back for more looting, more grinding, and more /hugging. Most importantly, the study declared that an MMO that increases loyalty by just 5% can increase profits by 25-95%. We sat down with Dr. Lawrence Sanders, co-author of the study, to dive a little deeper into the researchers' methods, results, and plans for future MMO investigation.
University study explores game loyalty in MMOs
Developers who want to build a loyal fan base (and subsequently increase profits) might want to check out the findings of a new study conducted by the University at Buffalo School of Management. One of the study's conclusions is something that many MMO gamers probably suspect: Giving players more control of their characters and building a community fosters loyalty. Dr. Lawrence Sanders, co-author of the study, discussed how most research focuses on the addictive nature of games instead of the reasons behind players committing to one game over another. He wrote, "Our study looked at how to make [games] more competitive in the marketplace." Sanders pointed out that research shows an increase in customer retention by as little as 5% can increase profits by 25 to 95%. So how can developers create the fierce loyalty found in MMO communities surrounding games like World of Warcraft and Star Wars Galaxies? According to the results of the study, which will be published in the International Journal of Electronic Commerce, Sanders suggested that "to build a player's feeling of ownership toward his character, gamemakers should provide equal opportunities for any character to win a battle. They should also build more selective or elaborate chat rooms and guild features to help players socialize."
