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The Number One Educational Resource for the Game Industry

Session Name:

Will You Marry Me?: Research from the Marriage System in NetEase Games


In "A Chinese Ghost Story", there are more than 1 million players who are or have married and the game witnessed nearly 2 million weddings.This session will introduce the wedding system found in NetEase MMORPGs and explain how it mimics and differs from real-life Chinese marriage traditions. We will also share our qualitative and quantitative research, discuss the impact of the marriage system on the players' behavior from a user research perspective, and discuss why the marriage system works in game and what it brings to us.

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  • GDC 2020
  • Xinwei Chang
  • NetEase
  • free content
  • Design
  • Design