TYPES OF GAMERS AND THEIR PERCEPTIONS OF MOBILE VIDEO GAME COMMERCIALS

Author: Malaysia

Résumé

This study investigated the types of gamers and their perceptions of mobile video game commercials. The objectives of the study are to: (1) determine frequency of video game playing among the participants, (2) identify types of gamers, and (3) examine perceptions of selected video game commercials. In the descriptive study, questionnaire data were obtained from 102 participants who were gamers. A questionnaire was employed to elicit responses of gamers to commercials of three mobile video games: Rise of Kingdom: Lost Crusade (2018), Raid: Shadow Legends (2018), and Goddess of Victory: Nikke (2022). The results showed that participants in this study are divided into three main groups in terms of number of days spent on playing video games: 1-2 days per week (43.1%), 3-4 days per week (23.5%), and every day (29.4%), with only 3.9% playing 5-6 days per week. A majority (65.7%) are casual gamers, followed by competitive gamers (19.6%), but fewer identified as hardcore, social and educational gamers. The participants have marginally positive evaluation of the eight aspects of the three commercials (means of 3.3 to 3.7 out of 5). Language is the most appealing feature of the commercials and visual attractiveness is the least appealing feature. Comprehensive presentation, detailed product descriptions, perceived realism, and general likability were more important to the participants than visual attractiveness. Their willingness to purchase is low (mean of 3.3). The findings suggest that there are more personal factors affecting purchase intention than the characteristics of the mobile video game commercials, and these need to be uncovered through future studies.