Game User Researcher
In-Game Purchasing Behavior Study
Role:
Game Researcher
Skills Used: Diary studies · In-depth interviews · Insight synthesis · Player segmentation · Research storytelling
Duration:
May 2024 - September 2024
Why
-
To better understand player experiences, motivations across different game modes, and purchasing behaviors in order to uncover key insights into in-game spending across modes
What
-
What motivations, preferences, or player characteristics define individuals who predominantly participate in ranked vs. unranked gameplay modes in live-service games?
-
What are the key factors influencing players’ decisions to spend money on virtual currency or items in live-service games such as League of Legends or Valorant?
How
Our team conducted 5 diary studies and 12 in-depth interviews to investigate these questions.
🔬Research Methods
Diary Studies
-
6 Diary Study Participants
-
3 Total Diary Entries per participant (Submitted in the span of 1 week)
-
Diaries written out on Google Forms
Aim: Uncovering how players interact with in-game store based on gaming preference (ranked vs. unranked)
In-Depth Interviews
-
12 IDI Participants
-
Remote 1:1 Interviews conducted and recorded over Zoom
-
Players of wide range of live service games
Aim: Comprehensive understanding of gaming pattern and behavior
💡Presentation & Reporting
Presentation of Gameplay Preferences
Presentation of Purchashing Behaviors
Reasons for Playing Games
Unranked Players
-
Behavior: Focus on fun and relaxation in unranked modes, trying new strategies and characters without pressure
-
Motivation: Desire to escape, taking time away from other responsibilities & obligations
Ranked Players
-
Behavior: Purchasing cosmetic items that represent the relative status of a player compared to others
-
Motivation: Desire to assert superiority over others, showing relative competence
Not having to worry about ranking up is nice; while I play I don't feel pressured to try my best and to play my best characters.
Diary Study Participant
I will almost always start with some warm-up games… if I jump right into a ranked game I’d probably get crushed…
Interview Participant
I’m drawn to games with deep mechanics that reward skillful play and strategic team thinking. If you can win without being good, I just hate it.
Interview Participant
Reasons for Purchasing Cosmetic Items
Unranked Players
-
Behavior: Purchasing cosmetic items that represent collaborations, or ‘crossovers’ from other entities are particularly appealing to players
-
Motivation: Desire to express interests outside of the given video game
Ranked Players
-
Behavior: Purchasing cosmetic items that represent the relative status of a player compared to others
-
Motivation: Desire to assert superiority over others, showing relative competence
One of my favorite games recently had skins that incorporated some of my favorite characters from another one of my favorite games… I just had to have it.
Diary Study Participant
The specific features that motivate me to spend money are the cool gun effects, and the rarity of the product.
Diary Study Participant
I bought something recently that is pretty rare… it is an item that only people who are really dedicated to this game have… I wanted to show that off.
Interview Participant
💡Research Insights and Recommendations
Ranked Players
-
Highlight Status Enhancement
-
Leverage Team Dynamics
-
Tailor Advertisements for Skill
Unranked Players
-
Frequent Novelty Items
-
Collaborate with other entities
-
Casual Engagement Advertising
Cross-Mode Players
-
Focus on Aesthetics
-
Promote Exclusive Items
-
Community Feedback
-
Dynamic Advertising
🖋️ My Contributions
01
Designed and conducted 2 diary studies and 4 in-depth interviews to capture players’ experiences and motivations.
02
Uncovered key insights into player behavior and preferences in ranked vs. unranked team modes.
03
Synthesized findings into actionable recommendations supported by data-driven tables and visualizations to guide product decisions.