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|Session Name:||Understanding Player Motivation: Applying Herzberg's Two-Factor Theory to Games-as-a-Service|
|Track / Format:||Customer Experience|
|Overview:||Understanding what factors cause players to be retained or churned by a game is one of today's key challenges for online game makers. HR & Motivational theories used by the Business world offers us some insight: Frederick Herzberg's Two-Factor Theory, first published 1968. Two-factor theory identifies the distinct factors that cause job satisfaction - intrinsic motivators - and the Hygiene factors that cause dissatisfaction if not present. This talk walks through Herzberg's theory as used in the work-place, and draws parallels with games concepts.|