The document discusses two case studies analyzing player motivation and behavior using behavioral economics and econometrics methods. Case 1 analyzes a social game called Play Garden and finds that a shutdown law increased both network effects and reverse network effects on social interaction. Case 2 analyzes an MMORPG called Ever Planet and finds that higher social distance (level difference between players) leads players to spend more time playing. Both cases used panel data analysis methods like 2SLS and fixed effects models to quantify motivation factors and measure their impact on player behavior.
[PAXDEV2019] Implementing Behavioral Economics Model into a Game ServerHyeyon Kwon
Video game player has diverse motivations; they change as time passes. In this session, Sentience's Research Lead, Hyeyon Kwon, will describe 1) how to parametrize motivation from game log data, 2) build behavioral economics models, and 3) apply the analysis result and implications to the game server. With this approach, at one of the clients' games, the targeted user's retention rate, in-app purchase, and engagement have increased significantly.
Gamification seems to be all the rage in customer engagement, but does it really work for utilities? Is getting customers to participate in and recommend energy-efficiency programs all fun and games? Could Candy Crush hold the key to behavior change?
Health care providers that want to offer games to their customers must do so without violating federal patient privacy regulations -- a requirement that can make it difficult to target games to the patients who will benefit most from them. Even companies that are not subject to those regulations are finding themselves under pressure to protect players' most personal data
CHI 2014 Panel: Opportunities and Risks of Discovering Personality Traits fro...Jeffrey Nichols
We will conduct a panel at CHI 2014 discussing the opportunities and implications of the coming wave of new analytics that allow individuals' intrinsic traits, such as personality and motivations, to be mined from their behaviors on social platforms.
For more information, see the Facebook page for the panel here:
https://www.facebook.com/events/633305060096913/
[PAXDEV2019] Implementing Behavioral Economics Model into a Game ServerHyeyon Kwon
Video game player has diverse motivations; they change as time passes. In this session, Sentience's Research Lead, Hyeyon Kwon, will describe 1) how to parametrize motivation from game log data, 2) build behavioral economics models, and 3) apply the analysis result and implications to the game server. With this approach, at one of the clients' games, the targeted user's retention rate, in-app purchase, and engagement have increased significantly.
Gamification seems to be all the rage in customer engagement, but does it really work for utilities? Is getting customers to participate in and recommend energy-efficiency programs all fun and games? Could Candy Crush hold the key to behavior change?
Health care providers that want to offer games to their customers must do so without violating federal patient privacy regulations -- a requirement that can make it difficult to target games to the patients who will benefit most from them. Even companies that are not subject to those regulations are finding themselves under pressure to protect players' most personal data
CHI 2014 Panel: Opportunities and Risks of Discovering Personality Traits fro...Jeffrey Nichols
We will conduct a panel at CHI 2014 discussing the opportunities and implications of the coming wave of new analytics that allow individuals' intrinsic traits, such as personality and motivations, to be mined from their behaviors on social platforms.
For more information, see the Facebook page for the panel here:
https://www.facebook.com/events/633305060096913/
Games, Gamification and Playful Experiences in Marketing: AdverGames as a gro...Ray Poynter
According to a recent article, many Fortune 100 companies are “ripping up their advertising plans and rethinking how they communicate with consumers in a data driven, digital world.” Unilever, Adobe, Accenture, GSK, Uber and many others are emphasizing the need for more experiential and digital marketing, and their need for more data.
Game-based marketing ticks all these boxes.
As such, hundreds brands are already crossing the bridge from traditional marketing to game-based marketing en-masse.
Marketing teams globally are making fully-fledged games to cut through the noise and engage users, using gamification for entire marketing campaigns, and utilizing more playful experiences with quizzes to extend the brand experience.
The additional win for marketeers in using playful and game-based techniques is data. And lots of it.
This means that AdverGames, Promo Games, Brand Games, or whatever you might call them, are a triple threat; they’re sticky, they collect data, and allow two-way interaction between brand and consumer in a way no other advertising medium can.
Betty Adamou, expert in using games and gamification for research data collection, unpacks what’s going on in Game-based Marketing with several examples, and forecasts where this industry is growing next, and colliding with traditional market research.
This presentation was delivered by Betty Adamou, CEO & Founder at Research Through Gaming, as part of the 'Data Collection Update' NewMR webinar series. The recording can be found online via NewMR.org
Sally Gainsbury and Keith Whyte. The Next Horizon: Social Casino Games and Re...Horizons RG
Sally Gainsbury and Keith Whyte. The Next Horizon: Social Casino Games and Responsible Gaming
Session 8A
Presented at the New Horizons in Responsible Gambling Conference in Vancouver, January 27-29, 2014
Principles to Gamify the Online Philanthropic CrowdfundingNicola Terrenghi
A Gamification Framework Applied to Kiva.org.
This thesis treats the exploitation of gamification to engage and coordinate users on philanthropic
crowdfunding platforms.
Crowdfunding platforms strive to gain new users and to maximise their impact through the
design of engagement mechanisms. Social networks integration and mobile user experience
are only few of the several techniques to engage users and foster their activity. “All-or-nothing”
constraint, which enables the capital delivery only in case of campaign-goal achievement, aims
at increasing crowd efficiency, encouraging coordination among platform users.
Although the last six years were marked by the boom of crowdfunding industry, many users
are still “peripheral”: they rarely or never take action. Kiva.org, the philanthropic platform I
focused my thesis on, counts about one third of users that have never made a loan and 16% of
lenders that have made one loan only.
I approached the problem of users engagement and coordination suggesting the application
of gamification to philanthropic crowdfunding platforms. In particular, I designing the Gamification
Wheel, a gamification framework addressed to crowdfunding organizations. Through
the framework, I aimed at facilitate organizations in designing an effective gamification system,
via both a user-centric method and a business oriented approach.
Through my research I found out that gamification can be exploited to foster several user
actions, not only donation or lending but also contents sharing and team building. Moreover, I
experienced gamification design as a process instead of a set of game elements. In this regard,
after interviewed three field experts to validate the framework, I designed Impact to show that
game elements are just a mean to the design of an effective gamification system.
LoyaltyGames 2014 - Finals Game Plan - Brian VenutiLoyaltyGames
This Social Innovation Game Plan was produced by Brian Venuti as part of the 4-hour World Vision Case Study completed by the 12 World Finalists of LoyaltyGames 2014, the Loyalty and Gamification World Championships (http://www.theloyaltygames.com). All rights reserved.
Game-Based Research: Implementing brand health and satisfaction tracking usin...Datagame
This (abridged) presentation was delivered at the Market Research Event in December 2014. It provides a few statistics about the reach of games in the current culture and compares traditional survey-based tactics for conducting brand health tracking studies with a more enjoyable game-based approach.
This webinar on Enterprise Gamification Data was presented by Karl Kapp and Axonify on June 21, 2016. To view the recording visit: http://know.axonify.com/enterprise-gamification-webinar
After a questionnaire about what young people thought about the National Lottery, the results showed that they don't trust the organisation. Our campaign aimed to update their image to fun and trustworthy. This presentation includes theory such as brand personality, Freud and Reisman's Lonely Crowd.
Way of Kindness: game mechanics applied to service design and engagement mark...Vincent Sider
It is about time to create meaning online and encourage people to act kindly to one another. The presentation, built on the shoulders of giants ( see reference) looks at how game mechanics can be applied to service design and engagement marketing to encourage and reward Kindness between people.
NB : I have used some third parties slides to create that presentation . Please kindly contact me for any issue: vsider2@hotmail.fr
Games, Gamification and Playful Experiences in Marketing: AdverGames as a gro...Ray Poynter
According to a recent article, many Fortune 100 companies are “ripping up their advertising plans and rethinking how they communicate with consumers in a data driven, digital world.” Unilever, Adobe, Accenture, GSK, Uber and many others are emphasizing the need for more experiential and digital marketing, and their need for more data.
Game-based marketing ticks all these boxes.
As such, hundreds brands are already crossing the bridge from traditional marketing to game-based marketing en-masse.
Marketing teams globally are making fully-fledged games to cut through the noise and engage users, using gamification for entire marketing campaigns, and utilizing more playful experiences with quizzes to extend the brand experience.
The additional win for marketeers in using playful and game-based techniques is data. And lots of it.
This means that AdverGames, Promo Games, Brand Games, or whatever you might call them, are a triple threat; they’re sticky, they collect data, and allow two-way interaction between brand and consumer in a way no other advertising medium can.
Betty Adamou, expert in using games and gamification for research data collection, unpacks what’s going on in Game-based Marketing with several examples, and forecasts where this industry is growing next, and colliding with traditional market research.
This presentation was delivered by Betty Adamou, CEO & Founder at Research Through Gaming, as part of the 'Data Collection Update' NewMR webinar series. The recording can be found online via NewMR.org
Sally Gainsbury and Keith Whyte. The Next Horizon: Social Casino Games and Re...Horizons RG
Sally Gainsbury and Keith Whyte. The Next Horizon: Social Casino Games and Responsible Gaming
Session 8A
Presented at the New Horizons in Responsible Gambling Conference in Vancouver, January 27-29, 2014
Principles to Gamify the Online Philanthropic CrowdfundingNicola Terrenghi
A Gamification Framework Applied to Kiva.org.
This thesis treats the exploitation of gamification to engage and coordinate users on philanthropic
crowdfunding platforms.
Crowdfunding platforms strive to gain new users and to maximise their impact through the
design of engagement mechanisms. Social networks integration and mobile user experience
are only few of the several techniques to engage users and foster their activity. “All-or-nothing”
constraint, which enables the capital delivery only in case of campaign-goal achievement, aims
at increasing crowd efficiency, encouraging coordination among platform users.
Although the last six years were marked by the boom of crowdfunding industry, many users
are still “peripheral”: they rarely or never take action. Kiva.org, the philanthropic platform I
focused my thesis on, counts about one third of users that have never made a loan and 16% of
lenders that have made one loan only.
I approached the problem of users engagement and coordination suggesting the application
of gamification to philanthropic crowdfunding platforms. In particular, I designing the Gamification
Wheel, a gamification framework addressed to crowdfunding organizations. Through
the framework, I aimed at facilitate organizations in designing an effective gamification system,
via both a user-centric method and a business oriented approach.
Through my research I found out that gamification can be exploited to foster several user
actions, not only donation or lending but also contents sharing and team building. Moreover, I
experienced gamification design as a process instead of a set of game elements. In this regard,
after interviewed three field experts to validate the framework, I designed Impact to show that
game elements are just a mean to the design of an effective gamification system.
LoyaltyGames 2014 - Finals Game Plan - Brian VenutiLoyaltyGames
This Social Innovation Game Plan was produced by Brian Venuti as part of the 4-hour World Vision Case Study completed by the 12 World Finalists of LoyaltyGames 2014, the Loyalty and Gamification World Championships (http://www.theloyaltygames.com). All rights reserved.
Game-Based Research: Implementing brand health and satisfaction tracking usin...Datagame
This (abridged) presentation was delivered at the Market Research Event in December 2014. It provides a few statistics about the reach of games in the current culture and compares traditional survey-based tactics for conducting brand health tracking studies with a more enjoyable game-based approach.
This webinar on Enterprise Gamification Data was presented by Karl Kapp and Axonify on June 21, 2016. To view the recording visit: http://know.axonify.com/enterprise-gamification-webinar
After a questionnaire about what young people thought about the National Lottery, the results showed that they don't trust the organisation. Our campaign aimed to update their image to fun and trustworthy. This presentation includes theory such as brand personality, Freud and Reisman's Lonely Crowd.
Way of Kindness: game mechanics applied to service design and engagement mark...Vincent Sider
It is about time to create meaning online and encourage people to act kindly to one another. The presentation, built on the shoulders of giants ( see reference) looks at how game mechanics can be applied to service design and engagement marketing to encourage and reward Kindness between people.
NB : I have used some third parties slides to create that presentation . Please kindly contact me for any issue: vsider2@hotmail.fr
어떻게 하면 게임 유저의 행동을 분석하여 개인 맞춤형 관리를 할 수 있을까요? 텐투플레이의 개인화 라이브옵스(LiveOps)로 게임 수익을 향상시킬 수 있는 노하우를 공개합니다.
1. 게임 로그 데이터 수집, 2. 가설 세우기, 3. 가설 검정, 4. 추천 아이템 및 전략 가설 검정
영상: https://www.youtube.com/watch?v=foqt4Y21uUA
게임에 유저 유입을 위해서 유저의 행동을 분석하지만, 왜 게임 내부에서는 유저 행동을 분석하지 않을까요? 게임 유저 행동을 분석하고 개인화된 유저 관리를 제공해야 LTV를 향상시킬 수 있습니다.
영상: https://www.youtube.com/watch?v=YXsTR9Xvq_s
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
2. Who we are
• Behavioral economics-based AI company
• Analyze games and user’s behavior and their motivation-
to-play
• Develop and service recommendation system based on
the user’s motivation-to-play
3. What I am going to talk about
• Introduce meta model for user’s motivation-to-play
• Introduce how to measure each motivation based on
player’s log data
• Introduce analysis cases
4. Meta model for motivation-to-play
SocialPersonal
Intrinsic
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Extrinsic
• McGuinness M. 2015. Motivation for Creative People: How to Stay Creative While Gaining Money
• Rigby, S. and Skinner, T. GDC 2014, The Importance of Player Autonomy: Motivating Sustained Engagement through
Volition and Choice
• Baron J. GDC 1999, Glory and Shame: Powerful Psychology in Multiplayer Online Games
• Ryan, R.M. and Deci, E.L.2000. Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions
5. Meta model for motivation-to-play
SocialPersonal
Intrinsic
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Inherently interesting or
enjoyable
Extrinsic
• McGuinness M. 2015. Motivation for Creative People: How to Stay Creative While Gaining Money
• Rigby, S. and Skinner, T. GDC 2014, The Importance of Player Autonomy: Motivating Sustained Engagement through
Volition and Choice
• Baron J. GDC 1999, Glory and Shame: Powerful Psychology in Multiplayer Online Games
• Ryan, R.M. and Deci, E.L.2000. Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions
6. Meta model for motivation-to-play
SocialPersonal
Intrinsic
Extrinsic
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Inherently interesting or
enjoyable
Leads to a separable
outcome
• McGuinness M. 2015. Motivation for Creative People: How to Stay Creative While Gaining Money
• Rigby, S. and Skinner, T. GDC 2014, The Importance of Player Autonomy: Motivating Sustained Engagement through
Volition and Choice
• Baron J. GDC 1999, Glory and Shame: Powerful Psychology in Multiplayer Online Games
• Ryan, R.M. and Deci, E.L.2000. Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions
7. Meta model for motivation-to-play
Intrinsic
Extrinsic
• McGuinness M. 2015. Motivation for Creative People: How to Stay Creative While Gaining Money
• Rigby, S. and Skinner, T. GDC 2014, The Importance of Player Autonomy: Motivating Sustained Engagement through
Volition and Choice
• Baron J. GDC 1999, Glory and Shame: Powerful Psychology in Multiplayer Online Games
• Ryan, R.M. and Deci, E.L.2000. Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Inherently interesting or
enjoyable
Leads to a separable
outcome
SocialPersonal
Need for self expression
8. Meta model for motivation-to-play
Intrinsic
Extrinsic
• McGuinness M. 2015. Motivation for Creative People: How to Stay Creative While Gaining Money
• Rigby, S. and Skinner, T. GDC 2014, The Importance of Player Autonomy: Motivating Sustained Engagement through
Volition and Choice
• Baron J. GDC 1999, Glory and Shame: Powerful Psychology in Multiplayer Online Games
• Ryan, R.M. and Deci, E.L.2000. Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Inherently interesting or
enjoyable
Leads to a separable
outcome
SocialPersonal
Need for self expression Other people’s opinions
matter
9. Who are social-intrinsic people?
SocialPersonal
Intrinsic
Extrinsic
• Harmony
• Collaboration
• Loyalty
• …
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
10. Who are social-extrinsic people?
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
SocialPersonal
Intrinsic
Extrinsic
• Recognition
• Appreciation
• Awards and Prizes
• …
11. Who are personal-extrinsic people?
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
SocialPersonal
Intrinsic
Extrinsic
• Money
• Privileges
• Opportunities
• …
12. Who are personal-intrinsic people?
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
SocialPersonal
Intrinsic
Extrinsic
• Pleasure
• Learning
• Meaning
• …
13. 3 Steps for implementing motivation model into games
RECOMMENDDEFINE FIND
(1) Define and parametrize the
motivation you want to find
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
14. 3 Steps for implementing motivation model into games
RECOMMENDDEFINE FIND
(2) Find each player’s motivation
based on the player’s log data
Install
Friend’s
introduction
The game is not what
player expected
Tutorial
Curiosity
No
interest
Quick
character
selection
Character
selection
Complex
game
Interest in
certain
characters
Induce
billing
Item
curiosity
Character
interest
No
interest
Fast level-
up
다른 캐릭터
경험
PvP
IAP
Set goals
Recommend item that
player is not interested
Login record
Usage of gold
record
Acquiring gold
record
Purchase record
Play info
Character choice
record
15. 3 Steps for implementing motivation model into games
RECOMMENDDEFINE FIND
(3) Send recommendation
message based on the
motivation
16. The result of automizing the three steps:
Retention rate
increased by 13%
User engagement
increased by 45%
In-app purchase
increased by 8%
Real case example:
Result of applying motivation-based recommendation system
in mobile game
17. Analysis methodology
How to define & parametrize & analyze the motivation model?
Behavioral Economics & Econometrics
• Behavioral economics: Study of the effect of psychological,
emotional, social factors on economic decisions of
individuals
• Econometrics: Statistical methods for empirical analysis
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
18. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
19. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Research Question: How shutdown law changed
the social interactions among players?
Shutdown law in South Korea
forbidding children under the age of
16 to play online video games
between 00:00~06:00
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
20. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Social interaction Network effect
Find social interaction in Play Garden
As more users use a service,
they create more values, and
more people join
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
1
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
21. Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Case 1: Play Garden
Social interaction in the social game (Play Garden)
More users ↔ the number of
concurrent users
Use a service & create more
value ↔ play time
Social interaction Network effect
As more users use a service,
they create more values, and
more people join
Find social interaction in Play Garden1
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
22. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Parametrize social interaction
The number of concurrent
users and their play time
Social interaction Network effect
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
• The number of concurrent
users
• Total play time for each
user for each day
• Other variables that may
affect the players:
• Level for each user on
specific day
• Gold each user has on
specific day
2
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
23. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
The number of
concurrent users
The number of
concurrent users
The user’s play
time
- The user’s level
- Gold
- Weekend
- School vacations
- Demographics
Build a model measuring
social interaction and the
effect of shutdown policy
3
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kwon and Suh (2013)
24. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Build a model measuring
social interaction and the
effect of shutdown policy
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
3
The number of
concurrent users
The number of
concurrent users
The user’s play
time
- The user’s level
- Gold
- Weekend
- School vacations
- Demographics
Shutdown Law
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kwon and Suh (2013)
25. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
2SLS
A methodology for analyzing
the effect of independent
variables on the dependent
variable when there are
feedback loops in the model
Select the right methodology
and analyze
4
Chow Test
A methodology for testing
the presence of a structural
break at a specific event in
time series data
The number of
concurrent users
The number of
concurrent users
The user’s play
time
- The user’s level
- Gold
- Weekend
- School vacations
- Demographics
Shutdown Law
Source: Kwon and Suh (2013)
26. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Source: Kwon and Suh (2013)
The number of
concurrent users
The number of
concurrent users
The user’s play
time
- The user’s level
- Gold
- Weekend
- School vacations
- Demographics
Result: Before shutdown law
No network effect
27. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Source: Kwon and Suh (2013)
Result: After shutdown law
Network Effect & Reverse
Network Effect
The number of
concurrent users
The number of
concurrent users
The user’s play
time
- The user’s level
- Gold
- Weekend
- School vacations
- Demographics
Shutdown Law
28. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Source: Kwon and Suh (2013)
Result: After shutdown law
Network Effect & Reverse
Network Effect
More concurrent
users
Play time
Fewer concurrent
users
29. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Source: Kwon and Suh (2013)
Result: After shutdown law
Network Effect & Reverse
Network Effect
Play time
Reverse network
effect
More concurrent
users
Fewer concurrent
users
30. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Source: Kwon and Suh (2013)
Result: After shutdown law
Network Effect & Reverse
Network Effect
Play time
Network effect
More concurrent
users
Fewer concurrent
users
31. Case 2: Ever Planet – Social distance
Public recognition in MMORPG (Ever Planet)
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
32. Case 2: Ever Planet – Social distance
Public recognition in MMORPG (Ever Planet)
Research Question: Does social distance influence
the player’s behavior in games?
Social distance is the gap
between different groups; social
class, race, gender, or sexuality.
In the virtual world, social distance
is the level difference between
existing users and new users.
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
33. Case 2: Ever Planet – Social distance
Public recognition in MMORPG (Ever Planet)
Public recognition Social distance
Find public recognition in Ever Planet
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
1
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
The gap of levels among users;
mostly between existing users
and new users.
Source: Kim and Lee (2013)
34. Case 2: Ever Planet – Social distance
Public recognition in MMORPG (Ever Planet)
Parametrize public recognition
the difference between the user's level
and the average level of all users.
Public recognition Social distance
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
2
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
• 𝑃𝑖𝑗: Total played time for
player j during day i
• 𝑆𝐷𝑖𝑗 = 𝐿𝑖,𝑗 − 𝐴𝑣𝑔(𝐿𝑖) Social
distance: difference between
player j’s level during day i and
average level of all users
during day i
• 𝐴𝑃𝑖𝑗 = 𝑘=1
𝑖−1
𝑃𝑖,𝑗: Accumulated
played time of player j from
day 1 to day i-1
• 𝑁𝑖: Number of players played
in day i
Source: Kim and Lee (2013)
35. Case 2: Ever Planet – Social distance
Public recognition in MMORPG (Ever Planet)
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Build a model measuring public
recognition and its effect on the
player’s behavior
3
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kim and Lee (2013)
Social distance
The number of
concurrent users
The user’s play
time
- Accumulated
playtime
- Number of days
passed
- Weekend
- School vacations
36. Case 2: Ever Planet – Social distance
Public recognition in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Fixed effect
A methodology for analyzing
panel data when group
means are fixed for each
group.
Select the right methodology
and analyze
4
Source: Kim and Lee (2013)
Social distance
The number of
concurrent users
The user’s play
time
- Accumulated
playtime
- Number of days
passed
- Weekend
- School vacations
37. Case 2: Ever Planet – Social distance
Public recognition in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Source: Kim and Lee (2013)
Result: As users have been playing more, they play
the less today
Social distance
The number of
concurrent users
The user’s play
time
- Accumulated
playtime
- Number of days
passed
- Weekend
- School vacations
(-)
38. Case 2: Ever Planet – Social distance
Public recognition in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Source: Kim and Lee (2013)
Result: But the social distance makes people behave
differently; the higher level, the longer they play
Social distance
The number of
concurrent users
The user’s play
time
- Accumulated
playtime
- Number of days
passed
- Weekend
- School vacations
(+)
39. Case 2: Ever Planet – Social distance
Public recognition in MMORPG (Ever Planet)
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Source: Kim and Lee (2013)
How to manage the social distance? Agent-Based Model
A computational model for
simulating the actions and
interactions of autonomous
agents
The simulation results show that when
the player-matching system is applied,
the game retention is significantly
increased.
The example of Divisions
and Tiers systems in
online / offline sports
Agent-Based Model simulation when the player-
matching system is applied in the game to reduce
social distance
Players
under Lv.50
Players
under Lv.30
No player-
matching
# of players
time
40. Case 2: Ever Planet – Game characteristics
Personal rewards in MMORPG (Ever Planet)
Research Question: How to categorize people
with personal rewards among various people?
In MMORPG, there are different
types of people, and we want to
distinguish people with different
kinds of motivations.
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
41. Case 2: Ever Planet – Game characteristics
Personal rewards in MMORPG (Ever Planet)
Find the characteristics of the game1
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Dungeons Playing parties
42. Case 2: Ever Planet – Game characteristics
Personal rewards in MMORPG (Ever Planet)
Dungeons Playing parties
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Parametrize the characteristics of game2
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
• 𝑃𝑇𝑖𝑗: Total played time for player
j on the day i
• 𝑃𝑇𝑖−1,𝑗: Total played time for
player j on the day i-1
• 𝐴𝑉𝐺_𝑃𝑆𝑖,𝑗: Average party size the
player j joined on the day i
• 𝑆𝑇𝐷_𝑃𝑆𝑖,𝑗: Standard deviation of
party size the player j joined on
the day i
• 𝐸𝑖,𝑗: The number of dungeons the
player j entered on the day i
Playing types; the number of dungeons entered
and the number of playing parties of each user
43. Case 2: Ever Planet – Game characteristics
Personal rewards in MMORPG (Ever Planet)
Build a model measuring the
characteristics of the game
3
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
AVG_PartySize
The user’s play
time (t-1)
The user’s play
time (t)
- The number of
dungeon entries
- STD_PartySize
(how different
parties the user
joined)
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
44. Case 2: Ever Planet – Game characteristics
Personal rewards in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Random effect
A methodology for analyzing
panel data when there are
individual effects.
Select the right methodology
and analyze
4
AVG_PartySize
The user’s play
time (t-1)
The user’s play
time (t)
- The number of
dungeon entries
- STD_PartySize
(how different
parties the user
joined)
45. Case 2: Ever Planet – Game characteristics
Personal rewards in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4Result: All variables in the model affect the user's
play time significantly.
AVG_PartySize
The user’s play
time (t-1)
The user’s play
time (t)
- The number of
dungeon entries
- STD_PartySize
(how different
parties the user
joined)
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
46. Case 2: Ever Planet – Game characteristics
Personal rewards in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4Result: We can find the players with personal
rewards by removing the effect of party size and the
interaction effect of party size and the user's play
time.
AVG_PartySize
The user’s play
time (t-1)
The user’s play
time (t)
- The number of
dungeon entries
- STD_PartySize
(how different
parties the user
joined)
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
47. Case 3: Mobile Personal Health Record
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Personal satisfaction in mPHR (My Chart in My Hand)
48. Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
Research Question: Do people with personal
satisfaction have higher retention rates?
Health management function has a
self-monitoring feature, which
represents a personal intrinsic
personality.
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
49. Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
Personal
satisfaction
Self-monitoring
Find personal satisfaction in mPHR1
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Tracking and updating the
user’s health information
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
50. Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
Parametrize personal satisfaction
The average and the
frequency of usage
2
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Lee et al. (2018)
Personal
satisfaction
Self-monitoring
• 𝐴𝑉𝐺_𝑆𝑀𝑖: Average usage of
self-monitoring function by
patient i
• 𝑆𝑇𝐷_𝑆𝑀𝑖: Standard deviation
of usage of self-monitoring
function by patient i
51. Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
Build a model measuring each
feature’s effect on user retention
3
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Lee et al. (2018)
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
The average usage of self-
monitoring function
The standard deviation of self-
monitoring function usage
User retention
- Demographics
- The level of
illness)
The average usage of other
functions
The standard deviation of other
function usages
52. Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Cox proportional hazard
A methodology for analyzing
the expected time until an
event of interest happens
Select the right methodology
and analyze
4
Source: Lee et al. (2018)
The average usage of self-
monitoring function
The standard deviation of self-
monitoring function usage
User retention
- Demographics
- The level of
illness)
The average usage of other
functions
The standard deviation of other
function usages
53. Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4
Source: Lee et al. (2018)
Result: People with personal satisfaction have higher
retention rates.
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
The average usage of self-
monitoring function
The standard deviation of self-
monitoring function usage
User retention
- Demographics
- The level of
illness
The average usage of other
functions
The standard deviation of other
function usages
(+)
(-)
54. Wrap up
• Define and find the motivation of players in games
• Personal Satisfaction
• Social Interaction
• Personal Rewards
• Public Recognition
• Find the players with analysis methodology
• Recommend items and contents based on the motivation
55. Reference
• McGuinness M. 2015. Motivation for Creative People: How to Stay Creative While
Gaining Money
• Rigby, S. and Skinner, T. GDC 2014, The Importance of Player Autonomy:
Motivating Sustained Engagement through Volition and Choice
• Baron J. GDC 1999, Glory and Shame: Powerful Psychology in Multiplayer Online
Games
• Ryan, R.M. and Deci, E.L.2000. Intrinsic and Extrinsic Motivations: Classic
Definitions and New Directions, Contemporary Educational Psychology 25, 54–67
• Kwon, H., Suh, C. 2013, The Effect of the Shutdown System on Social Games,
Business Administration Research 6, 1-12
• Kim, M., Lee, B. 2013, Are There Too Many Superheroes? Analysis of the Social
Distance in Massive Multiplayer Online Role Playing Game,
https://ssrn.com/abstract=2330090
• Lee K, Kwon H, Lee B, Lee G, Lee JH, Park YR, et al. (2018) Effect of self-
monitoring on long-term patient engagement with mobile health applications. PLoS
ONE 13(7): e0201166. https:// doi.org/10.1371/journal.pone.0201166