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Designing action games for appealing to buyers.

Shang Hwa Hsu1, Feng-Liang Lee, Muh-Cherng Wu

  • 1Department of Industrial Engineering and Management, National Chiao Tung University, Hsinchu, Taiwan. shhsu@mail.nctu.edu.tw

Cyberpsychology & Behavior : the Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society
|December 8, 2005
PubMed
Summary

This study reveals key design features that attract game buyers, not just players. Avatar features and appealing presentation significantly impact perceived fun in action games.

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Area of Science:

  • Game Design
  • Human-Computer Interaction
  • Consumer Psychology

Background:

  • Traditional game design research focuses on player experience, neglecting buyer motivations.
  • Understanding buyer preferences is crucial for commercial success in the competitive gaming market.

Purpose of the Study:

  • To identify specific design features that appeal to game buyers, distinct from player preferences.
  • To determine the relative importance of these features in influencing perceived fun.
  • To uncover underlying factors that drive buyer engagement with action games.

Main Methods:

  • Buyer interviews to identify 39 design features from Pacman game variations.
  • Participant evaluation of 28 Pacman versions using identified features.
  • Qnet2000 neural network and factor analysis to determine feature importance and underlying factors.

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Main Results:

  • Top 10 design features explained over 50% of perceived fun.
  • Avatar as a key feature for buyers, previously overlooked in player-centric studies.
  • Six underlying factors (novelty, presentation, interactivity, challenge, control, reward) explained 54% of variance, with 'appealing presentation' being a novel finding.

Conclusions:

  • Game design should consider buyer-centric features like avatars and presentation for market appeal.
  • The identified factors provide a framework for developing commercially successful action games.
  • Future research should integrate buyer and player perspectives for comprehensive game design strategies.