Massively Interview: Dr. Lawrence Sanders on MMO loyalty
Posted by Massively [HTML][XML][PERM][FULL] on 9 January 2013, 3:00 pm

Filed under: , , , , , , , , , , , , , , ,

Aion
Beyond amazing character design, compelling narratives, and the presence of dragons, there is one thing that all MMOs depend upon for success: player loyalty. Without returning subscribers, a loving community, or folks dropping a few dimes in the cash shop now and again, MMOs simply wouldn't be a feasible way for a games studio to do business. Smart development teams have player retention departments tasked specifically with tracking and analyzing the rise and fall of player allegiances and finding ways to leverage loyalty is becoming an increasingly important aspect of the creation process.

Even the non-gaming world is getting in on the fray. Back in November, researchers at the University at Buffalo School of Management published a study tracing the roots of player loyalties in a variety of MMO environments. The study outlined the mentalities of MMO gamers and the things that successfully encouraged them to keep coming back for more looting, more grinding, and more /hugging. Most importantly, the study declared that an MMO that increases loyalty by just 5% can increase profits by 25-95%.

We sat down with Dr. Lawrence Sanders, co-author of the study, to dive a little deeper into the researchers' methods, results, and plans for future MMO investigation.

Continue reading Massively Interview: Dr. Lawrence Sanders on MMO loyalty

MassivelyMassively Interview: Dr. Lawrence Sanders on MMO loyalty originally appeared on Massively on Wed, 09 Jan 2013 15:00:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments




    · Older Entries >>

    Show: [ALL] [NEWS] [BLOGS] [PODCASTS]

    Updated Today:
    Bio Break [HTML] [XML] [FULL]
    Massively [HTML] [XML] [FULL]
    Ten Ton Hammer Headlines [HTML] [XML] [FULL]
    Welshtroll [HTML] [XML] [FULL]
    Updated this Week:
    A Casual Stroll to Modor [HTML] [XML] [FULL]
    Bethesda Blog [HTML] [XML] [FULL]
    Bioware TOR Dev Blog [HTML] [XML] [FULL]
    GWJ Conference Call [HTML] [XML] [FULL]
    Heartless Gamer [HTML] [XML] [FULL]
    Lineage II [HTML] [XML] [FULL]
    Low Elo [HTML] [XML] [FULL]
    MMO Gamer Chick [HTML] [XML] [FULL]
    MmoQuests.com [HTML] [XML] [FULL]
    Morphisat's Blog [HTML] [XML] [FULL]
    No Prisoners, No Mercy [HTML] [XML] [FULL]
    Player Versus Developer [HTML] [XML] [FULL]
    Raph Koster [HTML] [XML] [FULL]
    Star Wars: The Blog Republic [HTML] [XML] [FULL]
    SWG with Yivvits & MrBubble [HTML] [XML] [FULL]
    Tobold [HTML] [XML] [FULL]
    Troll Racials are Overpowered [HTML] [XML] [FULL]
    Wondrous Inventions [HTML] [XML] [FULL]
    Write the Game [HTML] [XML] [FULL]
    Updated this Month:
    A Green Mushroom [HTML] [XML] [FULL]
    BestLeagueBlogNA [HTML] [XML] [FULL]
    CrazyKinux's Musing [HTML] [XML] [FULL]
    Finding Fiero [HTML] [XML] [FULL]
    Joe Ludwig's Blog [HTML] [XML] [FULL]
    Lost In The Grind [HTML] [XML] [FULL]
    Mystic Worlds [HTML] [XML] [FULL]
    Psychochild's Blog [HTML] [XML] [FULL]
    Sweet Flag [HTML] [XML] [FULL]
    Terra Nova [HTML] [XML] [FULL]
    The Instance [HTML] [XML] [FULL]
    The Old Republic News from Bioware [HTML] [XML] [FULL]
    Zen of Design [HTML] [XML] [FULL]