Exploring Player Differences In Reality Vs
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The document analyzes motivations and attitudes of users in reality-based (Second Life) and fantasy-based (World of Warcraft) metaverses. It finds that while relationship building and escapism are top motivations overall, WoW users are more motivated by power and achievement, and fantasy players more likely to want to dominate others. Second Life users are older, see more in-world ads, and have more positive attitudes towards them. Both groups generally view in-world marketing negatively. Future research should explore reactions to specific tactics to help marketers be more effective in these spaces.
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Which of the following is used to describe a group of consumers with similar needs sets?
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price
distribution
communications
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2. Based on further research, the target market was divided into four categories. The business model and value proposition were changed to focus on social motivation for goal achievement rather than financial incentives.
3. One niche market analyzed in detail was amateur sports. It was estimated the app could gain 36,000 active users and $108,000 in annual revenue from this segment alone using a freemium model.
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The document discusses the future of monetization in social games and gaming. It covers trends like freemium models with microtransactions and virtual goods becoming more popular. Hybrid models combining subscriptions, advertising, and microtransactions are also discussed. Maximizing lifetime user value through retention and monetization while keeping acquisition costs low is key to profitability. Understanding user demographics and testing various monetization strategies is important to find what works best. The social gaming industry is still growing and innovating with new models and markets emerging over time.
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Handout ch7
The document discusses various topics related to group influences on consumer behavior, including reference groups, opinion leadership, and the diffusion of innovations. Specifically, it provides information on:
1) The top 5 brands in the US in terms of word-of-mouth are Toyota, Walmart, Honda, iPod, and Chevrolet. The internet has aided word-of-mouth through easy sharing via email, blogs, etc.
2) Reference groups influence consumer behavior through informational, normative, and identification influences. The type of reference group influence depends on factors like the consumption situation.
3) Opinion leaders are influential consumers who provide information to others in specific product categories. Marketers target opinion leaders
Stay Awhile and Listen: User Interactions in a Crowdsourced Platform Offerin...
Stay Awhile and Listen: User Interactions in a Crowdsourced Platform Offerin...Artificial Intelligence Institute at UofSC
Best Paper Award winning paper presented at ASONAM 2015.
Derek Doran, Samir Yelne, Luisa Massari, Maria-Carla Calzarossa, LaTrelle Jackson, Glen Moriarty Dept. of CSE, Professional Psych, Wright State University, USA Dept. of Electrical, Computer, and Biomedical Eng., University of Pavia, Italy
7 Cups of Tea, Inc.
http://knoesis.wright.edu/doran
CampusCraft (extended)
CampusCraft is a serious health game being developed by WisdomTools to educate college students about health issues. A prototype was tested on campus and provided students with scenarios around sexual consent and alcohol use. Testing found it effectively improved knowledge and attitudes compared to traditional education methods. Feedback was positive and suggested expanding game mechanics, activities and linking personal health data to further engage players and link the virtual game to students' real lives.
The Rise [and Fall] of Influencer Marketing
Influencer marketing has become a key strategy for PR professionals, but there are challenges. Some influencers have engaged in questionable behavior that damaged brand partnerships. As a result, brands are more carefully vetting influencers based on criteria like editorial freedom, audience relevance, and aligned values. However, identifying the right influencer remains difficult. Future research should explore influencer ethics and identification best practices. As influencer marketing evolves, data and metrics will become increasingly important for evaluating influencers and mitigating risks.
Research Methods for Online Games
This document discusses how online games and virtual worlds can provide insights into participation, community, globalization, and 21st century marketing. It notes that these spaces allow for persistence, freedom, user avatars and characters, guilds/teams, and cooperative/competitive play. The document advocates leveraging user participation, going to communities rather than trying to control them, being transparent, and crowdsourcing ideas from users. It argues that virtual spaces can magnify real-world possibilities and that community is built through shared activities. While advertising must be socially responsible, these spaces are powerful marketing venues if they respect user involvement.
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Exploring Player Differences In Reality Vs
- 1. Patricia Todd, Western Kentucky University Joanna Phillips, Western Kentucky University
- 6. Player Motivations (Yee 2006) User Type Relationship Manipulation Immersion Escapism Achievement Primary Motivation Social interaction Personal Gain Living Out a Fantasy Life Avoidance Power Exemplary Behaviors Forming friendships/ relationships, Discussing problems (virtual and real world) Manipulation, deceit, and domination of other players Becoming very immersed in avatar and in the rules and story of the CVE Uses CVE to escape stresses and problems of real life Strives to achieve power and status through items that show power in the CVE
- 15. Questions?