Despite the enormous revenues generated by the video game industry in recent years, relatively little research has been undertaken into consumer preferences and the determinants of video game consumption. This study addresses this deficiency through the analysis of data from a popular online video game that includes historic behavioural information for 1,408 consumers participating in 728,811 unique rounds of gameplay. We analyse these data with the goal of estimating determinants of the aggregate amount of time that a consumer spends playing the game. Through the estimation of duration models, we show that less experienced consumers are less likely to continue playing the game at any given point, possibly due to having achieved mastery and becoming bored. However, we also find that consumers tend to play the game for longer periods when using a wider range of character roles and vehicles, implying that a consumer's interest can be maintained through exposure to greater variety. Our results represent the first such evidence on in-game consumer preferences, which has important implications for video game consumption through optimisation of gameplay experiences to satisfy these preferences.
|Number of pages||12|
|Journal||Journal of Consumer Behaviour|
|Publication status||Published - 1 May 2018|