Why players start and stop playing a Chinese social network game
The free-to-play economic model of social network games (SNGs) requires them to maintain a large number of active players. Only a small percentage of the player population will purchase in-game goods, which provides the income stream that funds the continued operation of the game. Understanding the reasons why players choose to play (and consequently spend their money) or abandon SNGs is important for designing SNGs that are economically viable. We explore the reasons why players decide to continue or stop playing SNGs by reporting the results of a survey questionnaire presented to a large population (N=48,882) of players of a Chinese SNG. We show that although players joined the game for different reasons, most players keep playing the game because of their sense of achievement. In contrast to other SNG studies, social obligations did not prevent players from leaving the game as they become bored.
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Document Type: Research Article
Affiliations: University of California at Santa Cruz
Publication date: September 1, 2013
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- The Journal of Gaming and Virtual Worlds focuses on theoretical and applied, empirical, critical, rhetorical, creative, economic and professional approaches to the study of electronic games across platforms and genres as well as ludic and serious online environments.
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