Date of Publication

11-14-2022

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Business Management

Subject Categories

Other Business

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Thesis Advisor

Harvey T. Ong

Defense Panel Chair

Patrick Hariramani

Defense Panel Member

Emmanuel Fernando Jimenez

Abstract/Summary

With video games becoming a multi-billion dollar industry, an area of managerial interest would be how the most established game companies generate revenue and retain their customers. In line with this, the study aims to determine the significant moderating effect of player types on the relationship between Monetization Offerings, Challenge, Social Aspect, Player Expenditure, and Player Retention. The review of related literature has shown past linkages between the four main predictors, player types, and player retention. The primary framework referenced in this study is the Octalysis Gamification Framework by Yu-kai Chou and discussed in Hall & Lantz (2017). The findings suggest that the four main predictors independently have a positive linear and significant effect (p0.05) in most cases. The researchers recommend that future researchers utilize other data analysis methods and statistical treatment to deeper analyze the moderating effect of player types. The company’s perspective on the mentioned factors is also viable as this study solely focused on the users’ perception and retention.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Video games industry—Philippines; Video gamers—Philippines—Psychology

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Embargo Period

12-12-2022

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