The effects of multiplayer features on user retention in the video game industry
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School of Business |
Master's thesis
Authors
Date
2025-01-31
Department
Major/Subject
Mcode
Degree programme
Master's programme in Information and Service Management
Language
en
Pages
48
Series
Abstract
The aim of this master’s thesis is to study the impact of multiplayer features on user retention in the video game industry. The study was conducted using a literature review studying prior research on the topic, as well as primary research in the form of interviews was conducted. The literature review and primary research were discussed to reach supported arguments, answering the set research questions. The thesis studied multiplayer features in the form of four categories: social interactions, competitive and ranked gameplay, matchmaking features, and finally in-game customizations. The categories were studied individually and their effects on user retention were evaluated. The effects on purchasing decision were also studied, to get an idea of how the various features vary when comparing their impact to user retention and purchasing decision. The study also addressed gaps in prior research such as the impact of networking effects on user retention rates. The final results of the thesis showcase the importance of social interactions and matchmaking features which were considered the most impactful. The other categories were deemed to have an impact but not considered essential to user retention. Finally, the results discuss the importance of non-multiplayer related factors to user retention. Non-multiplayer related features were argued to be as important as the discussed multiplayer features, and studies show both are required for a good user retention rate.Description
Supervisor
Koskinen, Kari M.Keywords
user retention, video games, multiplayer, features, gaming, purchasing decision