|Why Did Players Buy That? The Importance of Anticipated Need Satisfaction
|Troy Skinner, Scott Rigby
|Track / Format:
|Business, Marketing & Management
Did you know free users get access to 30% of content from the last 2 years?
|Players make purchase decisions based upon marketing trailers, PR stories and E3 demos, but up until now there have been very few dependable ways to measure which factors exactly drive those choices.This lecture will help developers understand the reliable and measurable psychological principals that motivate players' purchase decisions. It will present never-before-seen research and will extend the "player experience of need satisfaction" (PENS) framework and its practical application of key constructs in the gaming space (i.e. competence, autonomy, and relatedness) to an area never before discussed: Understanding the optimal communication of need satisfaction within the marketing and PR communications that are so critical to ensuring sales and success. This talk will integrate several new research projects (including research on key console launches in 2014) alongside metrics that validate the predictive value of the "anticipated need satisfaction" approach.