What Sells Video Games? a qualitative study into customer preferences in video game design.

Abstract

Objectives The main objectives of this study were to investigate what aspects of video games that appeal to the customers the most and can aspects make video games profitable and increase sales.

Summary Why do we see failed video games in the market, even after they have had investment of millions of dollars sunk into them? Is there a way to identify what makes a good game? By conducting a survey aimed at gamers and researching the customer preferences it should be possible to identify what aspects of video games make them popular and thus profitable

Conclusions The thesis confirms that it is possible to predict consumer preferences on video games by using human factors (in this thesis age and gender) but due to differences being quite small it is not advisable to attempt to make so called “Boys’ games” or “Girls’ Games”. Additionally certain design aspects, for example difficulty, can be used to make the game slightly more interesting towards one group or another but due to the difference in preference being so small, the game will likely attract consumers of other groups as well.