GAMER MOTIVATION PROFILE MODEL & FINDINGS
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1 GAMER MOTIVATION PROFILE MODEL & FINDINGS
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3 FACTOR ANALYSIS
4 FACTOR ANALYSIS
5 FACTOR ANALYSIS
6 LITERATURE REVIEW Story Excitement Social Compete Escapism Challenge Creation Achieve Curiosity Fantasy Hilgard et al. (2013) Rigby et al. (2006) Bartle (1996) Sherry et al. (2006) LeBlanc (2004) Steinkuehler (2005) Yee (2006) Caillois(1961) Griffiths (1991, 1993) Myers (1990) Jansz& Tanis (2007) Lee at al. (2012) Lazarro(2004) Malone et al. (1987)
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11 SAMPLE NOTES 222,964 gamers (unique IP addresses) Gender: 81% Male / 18% Female / 1% Non-Binary Age: Median = 25, Range = Gamer Type: Casual 11% / Core 68% / Hardcore 21% Platform: PC 83% / Console 55% / Smartphone 35% Geographic distribution o US (100k), Canada (12k), United Kingdom (11k), Brazil (8.4k), Australia (7k), Indonesia (6.2k), Italy (6.2k), Poland (5.9k), Denmark (5.3k), Philippines (4.5k), Germany (3.7k), Sweden (3.6k), Singapore (3k), France (3k), Netherlands (2.4k), Russia (2.1k), Malaysia (2k), Spain (2k), Chile (1.8k), Turkey (1.8k), Norway (1.7k), Argentina (1.5k), Mexico (1.5k), Finland (1.3k), New Zealand (1.2k), Portugal (1.1k), South Africa (1k)
12 GAMER MOTIVATION MODEL Action Social Mastery Achievement Immersion Creativity Boom! Let s Play Together Let Me Think I Want More Once Upon a Time 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.
13 STRUCTURE At a high level, there are 3 motivation clusters.
14 MOTIVATION MAP (NORTH AMERICA) The 3 Clusters 1. Action-Social 2. Mastery-Achievement 3. Immersion-Creativity Bridges Discovery is a bridge between Immersion-Creativity and Mastery- Achievement. Power is a bridge between Action- Social and Mastery-Achievement.
15 STABILITY This motivation structure is stable across all the regions we have data for.
16 WESTERN EUROPE Countries (N=13,850) United Kingdom (6707) Germany (2296) France (1752) Netherlands (1544) Belgium (543) Ireland (465) Switzerland (257) Austria (247) Luxembourg (39)
17 EASTERN EUROPE Countries (N=6,069) Poland (2260) Russia (1757) Romania (470) Ukraine (310) Croatia (264) Czech Republic (260) Lithuania (137) Bulgaria (135) Hungary (125) Estonia (106) Slovakia (104) etc.
18 SOUTHEAST ASIA Countries (N=14,366) Indonesia (6081) Philippines (3726) Singapore (2644) Malaysia (1876) Brunei (39)
19 AUSTRALIA & NZ Countries (N=6,260) Australia (5334) New Zealand (926)
20 SOUTH AMERICA Countries (N=7,558) Brazil (6181) Argentina (420) Uruguay (306) Chile (240) Venezuela (145) Colombia (128) Peru (84) Paraguay (48)
21 PERSONALITY Game motivations map to personality traits.
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23 BIG FIVE PERSONALITY FACTORS Openness to Experience Conscientiousness Extraversion Agreeableness Neuroticism Adventurous Imaginative Down-To-Earth Pragmatic Disciplined Organized Flexible Spontaneous Social Energetic Reserved Low-Key Sympathetic Compassionate Guarded Objective Anxious Nervous Calm Relaxed
24 EXAMINING EXTRAVERSION Extraversion Openness to Experience Conscientiousness Agreeableness Neuroticism Adventurous Imaginative Down-To-Earth Pragmatic Disciplined Organized Flexible Spontaneous Social Cheerful Thrill-Seeking Assertive Reserved Low-Key Quiet Independent Sympathetic Compassionate Guarded Objective Anxious Nervous Calm Relaxed
25 PERSONALITY -> GAMING MOTIVATIONS Extraversion Conscientiousness Openness Action Social Mastery Achievement Immersion Creativity Destruction Competition Challenge Completion Fantasy Design Excitement Community Strategy Power Story Discovery
26 ALIGNMENT Game motivations align with personality traits.
27 PERSONALITY CORRELATES Action-Social Strategy-Achievement Immersion-Discovery Motivation Personality Motivation Personality Motivation Personality Destruction Challenge Fantasy O(.21) Excitement E (.13) Competition E (.15) Strategy C (.20) Completion Story O (.21) Design O (.19) Community E (.20) Power Discovery O(.25) This means that people who score high on Extraversion also score high on Action-Social.
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29 IDENTITY Video games help us pretend to be something we re not. Video games help us to become more of who we really are.
30 GENDER Gender differences align with stereotypes.
31 PRIMARY MOTIVATION
32 SPLIT BY GENDER
33 BUT Gender differences are dwarfed by age.
34 ANOTHER LOOK AT GENDER
35 ANOTHER LOOK AT GENDER Age explains twice the variance that gender does. 87% overlap in terms of gender.
36 ANOTHER LOOK AT GENDER
37 AGE TRENDS Action-Social varies the most dramatically with age.
38 AGE CORRELATES Male Female Motivation Age Motivation Age Competition -.29 Excitement -.26 Challenge -.23 Excitement -.25 Competition -.20 Story -.19 Community -.18 Competition drops the most with age. But among male players, the entire Action-Social cluster declines with age. For women, Story also declines a great deal with age.
39 GAME CODING Respondents asked to list their favorite games o Up to 3 o Open-ended text fields Coded in Mechanical Turk in triplicate o And then we performed final cleaning of entries without majority vote civilisation 5 civ 5 sidmeier'sciv 5 civalization 5 sid meiers civilization v side meier's civilization v Civilization V
40 GAMER PROFILE -> GAME RECOMMENDATIONS
41 1 GAMER -> 2 GAMERS
42 EUROPA UNIVERSALIS -> GAMER PROFILE Gender o 98% Male / 2% Female o Significantly more men than average Age o Median: 26 o Right around average Popular Games o Age of Wonders, Crusader Kings II, Cities: Skylines, Alpha Centauri, Civilization, Mount & Blade: Warband, Rome: Total War, Master of Orion
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45 World Designers Core Gamer Achievers Mobile Completionists 31% 42% 27% Motto I want a piece of a believable alternate world that I can customize and call my own. Iam focused on leveling up and collecting resources. I can be somewhat competitive. Imostly play mobile games and enjoy the sense of completing goals and making progress. Demographic Sketch Almost entirely women in their mid 20s, with a high proportion of casual gamers. A balanced mix of men and women in their late-20s, most of whom identify as core gamers and a few as hardcore gamers. Mostly women in their late 30s, with a high proportionof gamers who primarily play games on smartphone/tablet. Primary Motivations Fantasy + Design Completion + Power Completion
46 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.
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41 T Korea, Rep. 52.3. 42 T Netherlands 51.4. 43 T Japan 51.1. 44 E Bulgaria 51.1. 45 T Argentina 50.8. 46 T Czech Republic 50.4. 47 T Greece 50.
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For release 10:00 a.m. (EST) Wednesday, December 19, 2012 USDL-12-2460 Technical Information: (202) 691-5654 ilchelp@bls.gov www.bls.gov/ilc Media Contact: (202) 691-5902 PressOffice@bls.gov INTERNATIONAL
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