Retaining players over an extended period of time is a long-standing challenge in game industry. Significant effort has been paid to understanding what motivates players enjoy games. While individuals may have varying reasons to play or abandon a game at different stages within the game, previous studies have looked at the retention problem from a snapshot view. This study, by analyzing in-game logs of 51,104 distinct individuals in an online multiplayer game, uniquely offers a multifaceted view of the retention problem over the players' virtual life phases. We find that key indicators of longevity change with the game level. Achievement features are important for players at the initial to the advanced phases, yet social features become the most predictive of longevity once players reach the highest level offered by the game. These findings have theoretical and practical implications for designing online games that are adaptive to meeting the players' needs.
Among recent findings, @cite_20 asked World of Warcraft players about their motivation for play and game usage patterns through questionnaire surveys and found that socially-motivated players are more likely to discontinue games while achievement-oriented players tend to continue. @cite_2 built a prediction model of player motivation from log data. From data mining experiments using player activity logs from Everquest II, they found achievement is a dominant motivation for predicting player churn (i.e., opposite of player retention). Above studies consistently report that achievement is a major motivation for retention in online games. On the other hand, some studies found social activity to be more important for retention. Based on the log data of EverQuest II, a study showed social influences from peers help predict player retention better @cite_9 .
@cite_9 @cite_20 @cite_2
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We analyze mechanisms of player retention and commitment in massively multiplayer online games. Our ground assumptions on player retention are based on a marketing model of customer retention and commitment. To measure the influence of gameplay, in-game sociality, and real-life status on player commitment, we use the following metrics: weekly play time, stop rate and number of years respondents have been playing the game. The cross-cultural sample is composed of 2865 World of Warcraft players from North-America, Europe, Taiwan, and Hong-Kong who completed an online questionnaire. We differentiate players in terms of demographic categories including age, region, gender and marital status. We examine the social behaviors of game experts in Everquest II, a popular massive multiplayer online role-playing game (MMO). We rely on Exponential Random Graph Models (ERGM) to examine the anonymous privacy-protected social networks of 1,457 players over a five-day period. We find that those who achieve the most in the game send and receive more communication, while those who perform the most efficiently at the game show no difference in communication behavior from other players. Both achievement and performance experts tend to communicate with those at similar expertise levels, and higher-level experts are more likely to receive communication from other players. Massively Multiplayer Online Games (MMOGs) routinely attract millions of players but little empirical data is available to assess their players' social experiences. In this paper, we use longitudinal data collected directly from the game to examine play and grouping patterns in one of the largest MMOGs: World of Warcraft. Our observations show that the prevalence and extent of social activities in MMOGs might have been previously over-estimated, and that gaming communities face important challenges affecting their cohesion and eventual longevity. We discuss the implications of our findings for the design of future games and other online social spaces. Understanding the distributions and behaviors of players within Massively Multiplayer Online Games (MMOGs) is essential for research in scalable architectures for these systems. We provide the first look into this problem through a measurement study on one of the most popular MMOGs, World of Warcraft [15]. Our goal is to answer four fundamental questions: how does the population of the virtual world change over time, how are players distributed in the virtual world, how much churn occurs with players, and how do they move in the virtual world. Through probing-based measurements, our preliminary results show that populations fluctuate according to a prime-time schedule, player distribution and churn appears to occur on a power-law distribution, and players move to only a small number of zones during each playing session. The ultimate goal of our research is to design an accurate player model for MMOGs so that future research can predict and simulate player behavior and population fluctuations over time.