THE ANATOMY OF GAMER MOTIVATIONS - Quantic Foundry...GAMIFICATION Competition, often found in...

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THE ANATOMY OF GAMER MOTIVATIONS WHAT WE LEARNED FROM 250,000 GAMERS

Transcript of THE ANATOMY OF GAMER MOTIVATIONS - Quantic Foundry...GAMIFICATION Competition, often found in...

Page 1: THE ANATOMY OF GAMER MOTIVATIONS - Quantic Foundry...GAMIFICATION Competition, often found in gamification mechanic lists, is likely a poor motivator for most corporate employees above

THE ANATOMY OF GAMER MOTIVATIONSWHAT WE LEARNED FROM

250,000 GAMERS

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PREVIOUSLY ON QUANTIC FOUNDRY

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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 distributiono 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?”

DestructionGuns. Explosives.

Chaos. Mayhem.

CompetitionDuels. Matches.

High on Ranking.

ChallengePractice. High

Difficulty. Challenges.

CompletionGet All Collectibles.

Complete All Missions.

FantasyBeing someone else,

somewhere else.

DesignExpression.

Customization.

ExcitementFast-Paced. Action.

Surprises. Thrills.

CommunityBeing on Team.

Chatting. Interacting.

StrategyThinking Ahead.

Making Decisions.

PowerPowerful Character.

Powerful Equipment.

StoryElaborate plots.

Interesting characters.

DiscoveryExplore. Tinker.

Experiment.

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3 HIGH LEVEL CLUSTERS

Action“Boom!”

Social“Let’s Play”

DestructionGuns. Explosives.

Chaos. Mayhem.

CompetitionDuels. Matches.

High on Ranking.

ExcitementFast-Paced. Action.

Surprises. Thrills.

CommunityBeing on Team.

Chatting. Interacting.

Mastery“Let Me Think”

Achievement“I Want More”

ChallengePractice. High

Difficulty. Challenges.

CompletionGet All Collectibles.

Complete Missions.

StrategyThinking Ahead.

Making Decisions.

PowerPowerful Character.

Powerful Equipment.

Immersion“Once Upon a Time”

Creativity“What If?”

FantasyBeing someone else,

somewhere else.

DesignExpression.

Customization.

StoryElaborate plot,

characters.

DiscoveryExplore. Tinker.

Experiment.

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SOCIAL IS SOCIAL

Competition isn’t the

opposite of Community.

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SOCIAL IS SOCIAL

Action“Boom!”

Social“Let’s Play”

DestructionGuns. Explosives.

Chaos. Mayhem.

CompetitionDuels. Matches.

High on Ranking.

ExcitementFast-Paced. Action.

Surprises. Thrills.

CommunityBeing on Team.

Chatting. Interacting.

Mastery“Let Me Think”

Achievement“I Want More”

ChallengePractice. High

Difficulty. Challenges.

CompletionGet All Collectibles.

Complete Missions.

StrategyThinking Ahead.

Making Decisions.

PowerPowerful Character.

Powerful Equipment.

Immersion“Once Upon a Time”

Creativity“What If?”

FantasyBeing someone else,

somewhere else.

DesignExpression.

Customization.

StoryElaborate plot,

characters.

DiscoveryExplore. 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”

DestructionGuns. Explosives.

Chaos. Mayhem.

CompetitionDuels. Matches.

High on Ranking.

ExcitementFast-Paced. Action.

Surprises. Thrills.

CommunityBeing on Team.

Chatting. Interacting.

Mastery“Let Me Think”

Achievement“I Want More”

ChallengePractice. High

Difficulty. Challenges.

CompletionGet All Collectibles.

Complete Missions.

StrategyThinking Ahead.

Making Decisions.

PowerPowerful Character.

Powerful Equipment.

Immersion“Once Upon a Time”

Creativity“What If?”

FantasyBeing someone else,

somewhere else.

DesignExpression.

Customization.

StoryElaborate plot,

characters.

DiscoveryExplore. Tinker.

Experiment.

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SPREADING ACTIVATION

Action“Boom!”

Social“Let’s Play”

DestructionGuns. Explosives.

Chaos. Mayhem.

CompetitionDuels. Matches.

High on Ranking.

ExcitementFast-Paced. Action.

Surprises. Thrills.

CommunityBeing on Team.

Chatting. Interacting.

Mastery“Let Me Think”

Achievement“I Want More”

ChallengePractice. High

Difficulty. Challenges.

CompletionGet All Collectibles.

Complete Missions.

StrategyThinking Ahead.

Making Decisions.

PowerPowerful Character.

Powerful Equipment.

Immersion“Once Upon a Time”

Creativity“What If?”

FantasyBeing someone else,

somewhere else.

DesignExpression.

Customization.

StoryElaborate plot,

characters.

DiscoveryExplore. Tinker.

Experiment.

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SPREADING ACTIVATION

Action“Boom!”

Social“Let’s Play”

DestructionGuns. Explosives.

Chaos. Mayhem.

CompetitionDuels. Matches.

High on Ranking.

ExcitementFast-Paced. Action.

Surprises. Thrills.

CommunityBeing on Team.

Chatting. Interacting.

Mastery“Let Me Think”

Achievement“I Want More”

ChallengePractice. High

Difficulty. Challenges.

CompletionGet All Collectibles.

Complete Missions.

StrategyThinking Ahead.

Making Decisions.

PowerPowerful Character.

Powerful Equipment.

Immersion“Once Upon a Time”

Creativity“What If?”

FantasyBeing someone else,

somewhere else.

DesignExpression.

Customization.

StoryElaborate plot,

characters.

DiscoveryExplore. 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

2.5x5.7x

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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

orthogonal motivations.

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PIVOT POINTS

GameTitles/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”

DestructionGuns. Explosives.

Chaos. Mayhem.

CompetitionDuels. Matches.

High on Ranking.

ExcitementFast-Paced. Action.

Surprises. Thrills.

CommunityBeing on Team.

Chatting. Interacting.

Mastery“Let Me Think”

Achievement“I Want More”

ChallengePractice. High

Difficulty. Challenges.

CompletionGet All Collectibles.

Complete Missions.

StrategyThinking Ahead.

Making Decisions.

PowerPowerful Character.

Powerful Equipment.

Immersion“Once Upon a Time”

Creativity“What If?”

FantasyBeing someone else,

somewhere else.

DesignExpression.

Customization.

StoryElaborate plot,

characters.

DiscoveryExplore. Tinker.

Experiment.

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UNEXPECTED SEGMENTS

Bridges between clusters can

occur in underlying player

segments.

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STRATEGY + STORY

Action“Boom!”

Social“Let’s Play”

DestructionGuns. Explosives.

Chaos. Mayhem.

CompetitionDuels. Matches.

High on Ranking.

ExcitementFast-Paced. Action.

Surprises. Thrills.

CommunityBeing on Team.

Chatting. Interacting.

Mastery“Let Me Think”

Achievement“I Want More”

ChallengePractice. High

Difficulty. Challenges.

CompletionGet All Collectibles.

Complete Missions.

StrategyThinking Ahead.

Making Decisions.

PowerPowerful Character.

Powerful Equipment.

Immersion“Once Upon a Time”

Creativity“What If?”

FantasyBeing someone else,

somewhere else.

DesignExpression.

Customization.

StoryElaborate plot,

characters.

DiscoveryExplore. Tinker.

Experiment.

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[email protected]

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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.


Mobile Social Gamification & Gamification Y

Mobile Social Gamification & Gamification Y

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© 2006 Quantic The Quantic Group, Ltd., All Rights Reserved The Quantic Group SM Joint Industry / FDA Symposium Managing Risks – From Pipeline to Patient.

© 2006 Quantic The Quantic Group, Ltd., All Rights Reserved The Quantic Group SM Joint Industry / FDA Symposium Managing Risks – From Pipeline to Patient.

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