The effects of multiplayer features on user retention in the video game industry

Thumbnail Image

URL

Journal Title

Journal ISSN

Volume Title

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

Other note

Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202503132801

Collections

[gradu] Kauppakorkeakoulu / BIZ