Identifying the preferences and heterogeneity of consumer groups in multiplayer video games

Video games are high-involvement products with multiplatform and multiplayer characteristics, which aim to enhance consumer utility by providing opportunities for ‘playful consumption’. However, relatively little research has previously been undertaken into preferences for playful consumption, particularly in the context of multiplayer video games. This study addresses this deficiency in the literature through the analysis of data from a popular online game that includes historic behavioral data for 7 million consumers participating in 868,000 unique game rounds. Our analysis of these data identify the behavioral preferences of consumers in order to identify the factors associated with variations in consumer participation and engagement. We show that consumers value opportunities for score enhancement, with a preference for combat rather than non-combat actions. However, our findings also suggest that consumers value variety and heterogeneity as part of the experience, suffering disutility from factors such as the absence of particular player-roles or vehicle use within a given round. Our results represent the first such evidence on ‘in-game’ consumer preferences and the optimization of the video gaming experience, which has important implications for player matching, utility and willingness to pay for additional content.