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How the business model of customizable card games influences player engagement.

Hodge, V.J. and Sephton, N. and Devlin, S. and Cowling, P.I. and Goumagias, N. and Shao, Jianhua and Purvis, K. and Cabras, I. and Fernandes, K.J. and Li, F. (2019) 'How the business model of customizable card games influences player engagement.', IEEE transactions on games., 11 (4). pp. 374-385.

Abstract

In this article, we analyse the game play data of three popular customisable card games where players build decks prior to game play. We analyse the data from a player engagement perspective, how the business model affects players, how players influence the business model and provide strategic insights for players themselves. Sifa et al. \myNotes{found} a lack of cross-game analytics while Marchand and Hennig-Thurau identified a lack of understanding of how a game's business model and strategies affect players. We address both issues. The three games have similar business models but differ in one aspect: the distribution model for the cards used in the game. Our longitudinal analysis highlights this variation's impact. A uniform distribution creates a spread of decks with slowly emerging trends while a random distribution creates stripes of deck building activity that switch suddenly each update. Our method is simple, easily understandable, independent of the specific game's structure and able to compare multiple games. It \myNotes{is applicable to games} that release updates and enables comparison across games. Optimising a game's updates strategy is key as it affects player engagement and retention which directly influence businesses' revenues and profitability in the $95 billion global games market.

Item Type:Article
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Status:Peer-reviewed
Publisher Web site:https://doi.org/10.1109/tg.2018.2803843
Publisher statement:This work is licensed under a Creative Commons Attribution 3.0 License. For more information, see http://creativecommons.org/licenses/by/3.0/
Date accepted:01 February 2018
Date deposited:12 February 2018
Date of first online publication:12 February 2018
Date first made open access:02 January 2020

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