Microtransactions in electronic games
overview of the active player’s behaviors and motivations to consume virtual goods and services
DOI:
https://doi.org/10.20401/rasi.9.3.724Keywords:
marketing em jogos online, marketing digital, comportamento de consumo, microtransações, jogos eletrônicos;Abstract
The success of “freemium” monetization models has made microtransactions one of the most profitable consumer niches in the video game industry. With more than 2.5 billion gamers, this market attracts notable academic interest, as well as stimulates the creativity and daring of manufacturers interested in understanding the profiles and increasing the interest of users for items or services sold in the game. The purpose of this work was to identify, together with active users of electronic games, profiles, preferences, interests and motivations to buy items or services in the game, through microtransactions. The study was quantitative and descriptive, data were collected empirically using an online survey on the Google docs platform and the questionnaire built, adapting scales found in the literature. Treatment and analysis using descriptive, uni and multivariate statistics and the significance of the scales tested by Fisher's chi-square, relevance from 95%. Among the main results, we highlight the behavior of three groups, casuals, neutrals and whales, identified by combinations and intensities between purchased items, occasions and motivations. For part of the sample, Covid-19 pandemic intensified game’s consumption. Skins, expansions and virtual currencies are the most purchased. Promotions, reward passes and special events are the ones that most attract buyers looking for value for money or extra content. Purchases to expedite content unlocking or without knowing the rewards are unattractive. Also, they are less likely to spend for status or influence from others. They don’t admit investing to reach the best players, however, value staying among them.
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