If you build it they might stay: retention mechanisms in World of Warcraft
Abstract
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.
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Probability models have been traditionally used for customer-base analysis.
“In particular, probability models have been traditionally used for customer-base analysis [149].”
From A Survey on Churn Analysis in Various Business Domains (2020) · cites this paper as [149]
The beta-geometric/beta-binomial (BG/BB) model can be used; the beta-geometric model fits the retention rate and the beta-binomial distribution fits the consumer purchasing behavior.
“As another method, the beta-geometric/beta-binomial (BG/BB) model can be used.In this model, the beta-geometric model fits the retention rate and the beta-binomial distribution fits the consumer purchasing behavior [149].”
From A Survey on Churn Analysis in Various Business Domains (2020) · cites this paper as [149]
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A Survey on Churn Analysis in Various Business Domains
Ahn, J., Hwang, J., Kim, D., Choi, H., & Kang, S. (2020) · IEEE Access · doi:10.1109/access.2020.3042657 · Cited by 108 · see citing works
Designing interactive systems through a game lens: An ethnographic approach
Rapp, A. (2017) · Computers in Human Behavior · doi:10.1016/j.chb.2015.02.048 · Cited by 94 · see citing works
- Authors
- Debeauvais, T., Nardi, B., Schiano, D. J., Ducheneaut, N., & Yee, N.
- Affiliations
- University of California, Irvine (US)
- Sofia University (US)
- Palo Alto Research Center (US)
- ORCID
- Nardi, Bonnie
- Venue
- Proceedings of the 6th International Conference on Foundations of Digital Games
- Publisher
- ACM
- Published
- 2011-06-29
- Pages
- 180-187
- OpenAlex
- W2059056730
- Cited by
- 85
- References
- 0
- Citations by year
- 2026: 1 · 2025: 1 · 2024: 1 · 2023: 7 · 2022: 1 · 2021: 7 · 2020: 7 · 2019: 12 · 2018: 13 · 2017: 7 · 2016: 5 · 2015: 7 · 2014: 6 · 2013: 7 · 2012: 1
- FWCI
- 13.99
- Type
- conference paper
- Language
- en
- Open access
- closed
- Locations
- International Conference on the Foundations of Digital Games (FDG) (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Games and Media
- Social Sciences › Psychology › Developmental and Educational Psychology › Educational Games and Gamification
- Social Sciences › Business, Management and Accounting › Marketing › Customer churn and segmentation
- Keywords
- player retention, player commitment, massively multiplayer online games, customer retention, customer commitment, gameplay, World of Warcraft, cross-cultural comparison, demographic differences, play time
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