Consumer Base
From MxG CorpWiki
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Although MMO gamers and enthusiasts are usually stereotyped as socially inept individuals, the reality remains that MMO gamers represent an intelligent and diverse group of individuals. With ages ranging from 4 to 80, MMO gamers span from students and astronauts to housewives and celebrities. Despite simply representing a genre of the gaming sector, MMOs have proven to be a vehicle for friendship, intelligence, strategies and decision making. Unlike other genres, MMO games have found strong favor with both male and female gamers. MMOs help cater to the various objectives of many gamers.
Research shows that while male gamers are more driven by achievements, female gamers respond more to the social opportunities which MMO games seem to provide. However while it can be easier to identify the needs of the target market by factors such as gender, age or personality, Multi Axis Games would rather make use of a robust model that employs generalization of opinions irrespective of differences. By making use of such a robust model, Multi Axis Games has a strong foundation to build on.
By highlighting and classifying consumers motivations for playing, it is possible to identify: the preferential importance of certain gaming elements, the different interactive motivations that drive gamers, the dynamics of game changes and the possibilities of consumer runs.
Using a system developed by Richard Bartle in a paper title "Hearts, Clubs, Diamonds, Spades: Players who suit MUDS", it is possible to categorize MxG's consumer base by their motivations, style and approach to gaming.
Achievers tend to be driven by points gathering, character status improvements or money. These gamers are relentless in their pursuit for maximum character statistics and dedicate numerous hours to exploration for items and treasures that might be required to achieve this purpose. To achievers, the social aspect of MMOs revolve around extracting information that might benefit their character from other gamers and applying this knowledge to their purpose. Achievers are totally self driven and when necessary, eliminate other players that might obstruct their purpose.
Explorers are more technical individuals who have great fascination for the engineering and machinations of the games they play. Explorers are greatly attracted by the opportunity to make unidentified discoveries and only crave points and improvements when necessary to continue their purpose. Explorers are more concerned with visiting all existing maps and consider the social features of games as a tool for refreshing exploratory ideas.
Socializers use the game as a virtual social environment with their purpose for gaming being the ability to interact, communicate and relate to fellow gamers. For socializers, forging friendships and relationships is a worthy enough cause for gaming. Exploration and status improvements are only deemed necessary when required to boost communication features or as a means of obtaining a significant group status. Socializers while generally peaceful gamers get violent and perpetrate gamers who cause pain to their virtual friends.
Killers use the virtual MMO world as a tool for distressing other gamers and gain satisfaction from the pain and suffering they inflict upon other gamers. Killers initially work very hard to develop the strengths and status of their characters before becoming a pain onto other gamers. The social aspect of MMOs revolve around taunting other gamers and discussing tactics with fellow killers.
Although the categories within this model might overlap or be non existent as in a dichotomy, the social nature of its derivation ensures it demonstrates the attitude and motivations of MxG's consumer base. As the model is constructed from social interaction with pivotal members of the MMO community, it gives a true, more genuine representation of the MMO community which is impossible to achieve with empirical data.
The most influential reasons that drive MMO gamers are identified in a paper titled "5 Major Motivations For Why People Play MMORPG's" by Nicholas Yee. The motivational factors are identified as follows:
Relationship referring to the desire of MMO gamers to form significant relationships, which might include acquaintances, friendships or more with fellow gamers. Players influenced by these factor are very supportive in nature and tend to share discussions about virtual and real life with other gamers. When in need of support, these individuals do not feel constrained by the virtual world, thus embracing it as a problem solving tool. These players are much encouraged by the opportunities for self growth and inner reflection which MMOs offer and are intrigued by the real life dynamics it emulates.
Immersion as a factor represents the need for MMO gamers to become engrossed in the virtual world it presents. Players influenced by these factors enjoy the opportunities to explore the virtual world while role playing and experimenting with features to keep their characters unique These players appreciate the vibrancy of a virtual community and might even create background stories for their characters.
Grief identifies the desire of gamers to take advantage of other gamers. These desire varies in strength and ranges from players who taunt and infuriate other gamers to those who cleverly manipulate other gamers into giving them much required, valuable items. Gamers influenced by this factor gain much personal satisfaction from their behavior.
Achievement measures an individual's need to become strong and powerful within the virtual world. This factor strongly influences the dedication and commitment of many individuals as they strive to improve the skills and attributes of their character. The driving force for achievement influenced players is the need to reach a higher level and is thus evident in their pursuit of in game goals and targets set by the developer.
Leadership represents an nonaggression firmness that motivates MMO players. Players influenced by this factor are more inclined to participate in groups/clans more than solo quests as they are motivated to fulfill leadership positions. This factor enables individuals to keep their groups strong and well bonded.
After comprehensively interviewing core consumers, reading academic studies, and evaluating user reviews, MxG has observed that in simplicity it can be translated that gamers purchasing decisions are currently based on the following factors:
- User friendly interface
- Social interaction options and experience
- Active participation
- Goal accomplishments
- Technical specifications
- Rich game-play environment and experience
- Reasonable price
