ISSN Electrónico: 2500-9338
Volumen 23-N°1
Año 2023
Págs. 96 – 110
TYPES OF VIDEO GAME PLAYERS ON MOBILE DEVICES IN THE CITY OF BOGOTA *
Gerson Jaquin Cristancho Triana **
Enlace ORCID:
https://orcid.org/0000-0002-2009-6893
Laura
Valentina Manosalva Forero ***
Enlace ORCID: https://orcid.org/0000-0002-9494-6870
Fecha
de Recepción: 21 de Enero de 2023
Fecha
de Aprobación: 23 de Abril 2023
Resumen:
Consumption around video games has migrated from consoles to mobile
phones, which has allowed greater adoption and has expanded habits in this
activity. This research seeks to identify the different types of video game
players on mobile devices in the city of Bogota, for this purpose a descriptive
study was conducted with a quantitative approach, applying a questionnaire to
422 men and women video game players on their cell phones between the ages of
18 and 32 in the city of Bogota. The model of segmentation by lifestyles and
through the technique of K-means statistics was taken. The results identify 3
segments: Gamers, Casual Gamers and No Gamers, in accordance with other studies
developed for video players on consoles, with gamers being the most active consumers
of video games and generating spaces for socialization through this.
Key
words: Social Behavior,
Consumption, Interest Group, Mobile Phone, Video Game
*Origen del articulo: Artículo derivado del proyecto de investigación
“Las percepciones, motivaciones y las actitudes del consumidor colombiano
frente al consumo de productos y servicios en diferentes contextos como efecto
derivado de la pandemia por Covid 19” identificado con el código PIDi-09-2022
de la Universidad ECCI.
*Magister en Gestión de Organizaciones (Cd) – Universidad Central,
Especialista en Psicología del consumidor – Fundación Universitaria Konrad
Lorenz, Ingeniero de mercados – Universidad Piloto de Colombia. Docente
investigador, líder del semillero ConsumoLab, del programa de Mercadeo y
Publicidad Universidad ECCI Docente
investigador del programa de Mercadeo y Publicidad, Líder del semillero
ConsumoLab, Universidad ECC- Colombia. Contacto: gcristanchot@ecci.edu.co
*** Integrante del semillero ConsumoLab, Universidad ECCI.
Contacto: laurav.manosalvaf@ecci.edu.co
TIPOS DE JUGADORES DE VIDEOJUEGOS
EN DISPOSITIVOS MÓVILES EN LA CIUDAD DE BOGOTÁ
Resumen
El
consumo alrededor de los videojuegos ha migrado de las consolas a los
celulares, lo que ha permitido una mayor adopción y ha ampliado los hábitos
frente a esta actividad. Esta investigación busca identificar los diferentes
tipos de jugadores de videojuegos en dispositivos móviles de la ciudad de
Bogotá, para esto se realizó un estudio descriptivo con enfoque cuantitativo,
aplicando un cuestionario a 422 hombres y mujeres jugadores de videojuegos en
sus celulares entre los 18 y 32 años de la ciudad de Bogotá. Se tomo referencia
el modelo de segmentación por estilos de vida y a través de la técnica de
estadística de K-medias. Los resultados identifican 3 segmentos: los Gamers,
Gamers Casual y No Gamers, en concordancia con otros estudios desarrollados para
videojugadores en consolas, siendo los gamers los consumidores de videojuegos
mas activos y que generan espacios de socialización a través de este.
Palabras clave: comportamiento social, consumo, grupo de interés,
teléfono móvil, videojuego.
TIPOS DE JOGADORES DE VIDEOJOGOS EM DISPOSITIVOS
MÓVEIS NA CIDADE DE BOGOTÁ
Resumo
O consumo em torno dos videojogos migrou das consolas para os telemóveis, o que permitiu uma maior adoção e expandiu os hábitos nesta atividade. Esta pesquisa busca identificar os diferentes tipos de jogadores de videogame em dispositivos móveis na cidade de Bogotá, para este fim, foi realizado um estudo descritivo com uma abordagem quantitativa, aplicando um questionário para 422 homens e mulheres jogadores de videogame em seus telefones celulares entre as idades de 18 e 32 anos na cidade de Bogotá. Foi adotado o modelo de segmentação por estilos de vida e através da técnica de estatística K-means. Os resultados identificam 3 segmentos: Gamers, Casual Gamers e No Gamers, de acordo com outros estudos desenvolvidos para jogadores de vídeo em consolas, sendo os gamers os consumidores mais activos de jogos de vídeo e gerando espaços de socialização através deste.
Palavras chave: Comportamento Social, Consumo, Grupo de Interesse, Telemóvel, Videojogos
1. INTRODUCTION:
The
mobile video game industry is characterized by being in constant change,
evolving day by day, but especially for its exponential growth, it is
remarkable the big difference between the games that are developed today versus
the first game that the world had access to on their cell phone, the iconic
Snake, which debuted in 1997 and although it had a simple design, without much
difficulty to play it and few details, it was captivating and fulfilled the
function of entertaining users, additionally the idea of incorporating games in
the mobile device was a strategy that was designed from the marketing area of
the product (Armanto, 2010). However, the factor that has influenced the growth
of this industry is Wi-Fi, which has facilitated accessibility for the user,
and has been the means by which people can download video games to their device
(Yepes, 2021).
By
2008, Apple launches AppStore taking advantage of the boom in mobile video
games in the world, the creation of this virtual store not only allowed the user
to easily and quickly access these, but also opened the doors to purchase
within the video games, during the same year Google creates its own version of
the App Store under the name of Google Play Store virtual store that fulfills
the same function and similar characteristics. On the other hand, in 2012 the
Candy Crush game generated the Freemium model which consists of giving free
access to download and make use of the game, however, while the user enjoys the
game he can acquire certain aids or advantages in exchange for a payment for
these, it is a model that is still in force and that at the time was cataloged
as a commercial success (Colagrosso, 2011).
Video
game creators are in search of having different ways of connecting with users,
and are based on the exploration of emotions involuntarily provoked by the
video game, in such a way that they analyze both positive and negative
attitudes by the performance and the type of realism it has (Küster &
Castillo, 2016). For the year 2019,
mobile video games generated revenues of $73.8 billion dollars, while computer
video games collected $33.1 billion dollars, while console video games obtained
$19.7 billion dollars, and it is highlighted that the video game industry for
mobile devices had a growth in profits of 12% over the
previous
year (SuperData, 2020). In recent years, it has been observed how games that
belonged to console or computer formats have migrated to the mobile device
format, as is the case of Call Of Duty. According to App Anie (2020) the top
most downloaded Free Games in the world are: Free Fire, Clash of Clans,
Minecraft, PUBG Mobile, Call of Duty Mobile and Among Us, while the top video
games in Colombia are led by Garena Free Fire, Minecraft and Destiny Run.
Additionally, during 2020 mobile video games became the most important and
preferred leisure activity for Colombians during isolation transforming into a
tool for socializing (We Are Social, 2020).
A
video game for a mobile device must contain three basic characteristics:
gameplay and design, psychology and marketing (Yeeply, 2021). The gameplay and
design refers to the user experience (Song, 2018), for this, the way to renew
the genre must be taken into account, i.e. the ability to reinvent the concept
of a classic game (Sweetser et al., 2017; Corvalán & Villegan, 2021), fluid
user experience (Sepehr, & Head, 2018; Nurfuazan & Tangchan, 2021),
easily accessible (Yin et al., 2022), and having a story, through the
development of characters with strengths and weaknesses (Cai et al., 2022). In
terms of psychology, the game should generate identification between the user
and the characters (Soutter & Hitchens, 2016), gamification or generation
of rewards to keep users in constant interaction with the game (Carradini &
Hommadova, 2020), the creation of community or spaces where the user can give
their opinion and exchange opinions about the game which will generate trust
towards the brand that will be reflected in loyalty (Palomba, 2018; Cui et
al..., 2022; Teng et al., 2022) and the cognitive flow with which to predict
how the user reacts to the events that are presented in the game (Chan et al.,
2022; Dieris-Hirche et al., 2022; Prevratil et al., 2022). Finally, marketing
must provide popularity to position it (Ahmad et al., 2017; Conroy et al.,
2022; Parshakov et al., 2022) in order to generate monetization (Loshe, 2019;
Boghe et al., 2020; Camarero et al., 2021).
Video
game creators are on a quest to have different ways of connecting with users,
and they rely on exploring emotions triggered involuntarily by the video game,
so they analyze both positive and negative attitudes by the performance and the
type of realism it has (Küster & Castillo, 2016). For the year 2019, mobile video games generated
revenues of $73.8 billion dollars, while computer video games collected $33.1
billion dollars, while console video games obtained $19.7 billion dollars, and
it is highlighted that the video game industry for mobile devices had a growth
in profits of 12% over the previous year (SuperData, 2020). In recent years, it
has been observed how games that belonged to console or computer formats have
migrated to the mobile device format, as is the case of Call Of Duty. According
to App Anie (2020) the top most downloaded Free Games in the world are: Free
Fire, Clash of Clans, Minecraft, PUBG Mobile, Call of Duty Mobile and Among Us,
while the top video games in Colombia are led by Garena Free Fire, Minecraft
and Destiny Run. Additionally, during 2020 mobile video games became the most
important and preferred leisure activity for Colombians during isolation
transforming into a tool for socializing (We Are Social, 2020).
A
video game for a mobile device must contain three basic characteristics:
gameplay and design, psychology and marketing (Yeeply, 2021). The gameplay and
design refers to the user experience (Song, 2018), for this, the way to renew
the genre must be taken into account, i.e. the ability to reinvent the concept
of a classic game (Sweetser et al., 2017; Corvalán & Villegan, 2021), fluid
user experience (Sepehr, & Head, 2018; Nurfuazan & Tangchan, 2021),
easily accessible (Yin et al., 2022), and having a story, through the
development of characters with strengths and weaknesses (Cai et al., 2022). In
terms of psychology, the game should generate identification between the user
and the characters (Soutter & Hitchens, 2016), gamification or generation
of rewards to keep users in constant interaction with the game (Carradini &
Hommadova, 2020), the creation of community or spaces where the user can give
their opinion and exchange opinions about the game which will generate trust
towards the brand that will be reflected in loyalty (Palomba, 2018; Cui et al..., 2022;
Teng
et al., 2022) and the cognitive flow with which to predict how the user reacts
to the events that are presented in the game (Chan et al., 2022; Dieris-Hirche
et al., 2022; Prevratil et al., 2022). Finally, marketing should provide
popularity to position it (Ahmad et al., 2017; Conroy et al., 2022; Parshakov
et al., 2022) in order to generate monetization (Loshe, 2019; Boghe et al.,
2020; Camarero et al., 2021).
It is
worth noting that several studies related to behavior towards video games have
been developed, such as addictive use of internet and time to play video games
(Dongil & Junwon, 2021), preferences for Chinese video games with
characters emphasizing fantasy-style sexism (Song, 2018), attitude towards
video game violence (Kort (2020), motivations for downloading and socializing
with other players (Carradini & Hommadova, 2020), learning (Corvalán &
Villegan, 2021), satisfaction as a predictor for playing online mobile games
(Nurfuazan & Tangchan, 2021), gaming habits and gendered experiences
(Goette et al. , 2019).
However,
few studies have been developed for the identification of the different types
of video game players (Braun et al., 2016; Manero et al., 2016; Fu et al.,
2017), and there are no studies of this type in the Colombian context, which is
why, this research aims to answer the question: what are the different types of
video game players on mobile devices in the city of Bogota? This in order to
identify the different types of video game players on mobile devices in the
city of Bogota, and thus be able to compare the differences and similarities
between the different types of video game players on mobile devices in the city
of Bogota. Thus, knowing the context of the consumption of video gamers on
mobile devices becomes a relevant input for both cell phone brands, as well as
operating systems and video game creators themselves.
Segmentation
is a technique in which the market is divided by subgroups that meet similar
particularities and needs (Schifman & Kanuk, 2001), based on the behaviors
and needs that these subjects share (American Marketing Association, 2006).
Therefore, it is based on an analysis of needs, tastes and behaviors of the
individuals to whom a brand or company wants to direct its marketing strategy,
in short, this method allows the organization to know its target group in a
deeper way.
However,
the objective of lifestyle segmentation is to generate behavioral patterns in
consumers based on their aspirations and purchase decision factors with a
psychological and social approach (Vyncke, 2002). Thus, lifestyles are a
consumption pattern that has an impact on consumers' choices when investing
their time and money (Solomon, 2008); and are a reflection of consumer tastes
and preferences (Limeira, 2008). For Giddens (1991), lifestyles are routine
practices that are applied in clothing, eating and acting habits; however, these
habits and ways are subject to change. However, lifestyles, based on habits and
beliefs, can be viewed from a global, national, positional and individual
perspective (Jesen, 2007). The global level is determined by universal
consumption trends (Jesen, 2007), the national level depends on the
particularities of each country, such as culture, since it is a common aspect
among the inhabitants that configures them as a territory (Arnstberg, 2007),
while the positional level focuses on the social structure and therefore takes
into account variables such as socioeconomic stratum, educational level,
gender, age, purchasing power, among others (Johansson, 1992) and finally, the
individual level is related to the understanding of those aspects with which
the consumer feels identified and how to use this to the consumer's advantage
so that he/she feels represented by the product or service (Wilska, 2002).
This
being so, segmentation by lifestyles allows identifying the activities and
motivations of consumers which allows identifying unmet needs that should be
addressed (Weinstein and Cachill, 2014).
Although there are several lifestyle segmentation methods, the
methodology based on Activities, Interests and Opinions (AIO) has had greater
acceptance in the Latin American context (Arellano & Burgos, 2005;
Cristancho et al., 2022). This method is based on a valuation system that
allows identifying what the consumer finds motivating or values in life; this
system is related to specific products or a brand that he/she consumes (Wind,
1971). On the other hand, psychographic studies conducted by Levy (1966) and
Krishan (2011) have shown that in the AIO there is a kind of common code among
people who adopt a certain lifestyle according to the group to which they
belong or wish to belong, thus generating a pattern of use of certain goods and
services that allows them to identify themselves and develop a personality that
can be shared with others (Sarabia, 2009).
Table
1 shows the rational psychological variables proposed by Plummer (1974),
compared to the AIO methodology, who states that the lifestyle is formed from
rational, concrete and behavioral psychological variables, which allow the
researcher to obtain a vision of the consumer, where it is believed that the
individual adopts a lifestyle based on the strong social groups to which he/she
belongs or aspires to belong.
Table N° 1. Variables of the AIO methodology
AIO model component |
Variables |
Activities |
Work, hobbies, social events, holidays,
entertainment, belonged to a club, community, shopping, sports, among others. |
Interests |
Family, home, work, community, recreation,
fashion, food, media, achievements, among others. |
Reviews |
Of themselves, social affairs, politics,
business, economy, future, education, products, culture, among others. |
Source:
Adapted from Plummer (1974: pág.34).
Based
on a descriptive, cross-sectional, non-experimental study with a quantitative
approach, the aim was to identify the different types of video game players on
mobile devices, using as a reference the segmentation by lifestyles proposed by
Plummer (1974). The target group was men
between 18 and 32 years of age in the city of Bogota, who habitually use their
mobile device to play video games. A non-probabilistic sample design by
convenience was used, thus achieving a total sample of 422 people.
The
data collection was done through a survey in digital format, which is composed
of two sections. The first is composed of 7 closed polytomous and nominal
questions in order to obtain the sociodemographic characteristics of the
population. Subsequently, 33 items are related with a Likert-type scale
response (1=Totally disagree, 5=Totally agree) in order to determine lifestyles
through activities, interests and opinions.
The
data analysis was developed through the SPSS v26 statistical program, the
initial data treatment consisted of determining the dimensionalities of the
model for which an exploratory factor analysis was used, followed by Cronbach's
Alpha coefficient in order to determine the reliability of the constructs. In
the case of segment identification, reference was made to the hierarchical
cluster segmentation model followed by the K-means methodology. This technique
is based on multivariate statistical methods of data classification, where the
subjects or variables that present similar characteristics are grouped together
to form the different clusters (Sokal and Sneath, 1963), which are homogeneous
among the subjects that compose them, but at the same time heterogeneous among
them and they comply with the characteristic of being different from each other
(Aldas, 2008), the clusters are established a posteriori, that is, the
researcher does not know from the beginning the number of clusters that will be
obtained, nor the characteristics that define them, only after performing the
segmentation exercise (Torrado and Berlanga, 2013).
On the
other hand, the segmentation analysis by the K-means method allows the
researcher to classify the subjects or variables based on the similarities
between them, which are determined based on the centroids and these in turn
correspond to the mean of the points assigned to each cluster (MacQueen, 1967,
Duda & Hart, 1973). The K-means method is developed just after the cluster
segmentation method, in such a way that it allows a more detailed segmentation
process.
The
population that participated in the study was characterized by being between 18
to 25 years old (n= 282; 66.8 %) and 26- 32 years old (n= 140; 32.2%); in terms
of gender the majority are men (n= 221; 52.4 %) than women (n= 189; 44.8%) and
other (n=12; 2.8%); with a level of education in secondary school (n= 147; 34.
8%), technical technologist (n= 173; 40.9%), professional (n=92; 21.8%) and
postgraduate (n=10; 2.36%); at the same time it can be observed that the
predominant occupations are student (n= 120; 28.4%), studying and working (n=
154; 36.4%) and working (n=135; 31.9%) and those who neither study nor work
(n=13; 3.3%). To determine the dimensionality of the instrument, an exploratory
factor analysis was developed through the principal components method, with the
varimax extraction method; values higher than 0.4 were taken as a reference for
both the communalities and the factor loadings, so that the result converged in
5 factors which grouped all the questions or items of the instrument,
explaining 63.23% of the variance. It is worth noting that both the
Kaiser-Meyer-Olkin test (x^2=0.940, gl=528, p>0.01) and the significance in
Bartlett's test of sphericity (p<0.001) are consistent for the model.
The
first factor was named aspects for downloading a video game, the second factor
was related to activities, the third to interests, the fourth to opinions and
the last to preferences towards the video game. The result of the Cronbach's
alpha statistic was optimal, i.e., at the construct level, the questions
grouped in each dimension explain it. However, the lowest score was obtained
for the activities dimension, although it is within the acceptable parameters
of the research. These results can be seen in Table 2.
Table 2.
exploratory factor analysis Construct Items Variable Factor Loadings Alpha Aspects when downloading a video game The recommendations of other players ADVJ1 0,777 0,902 Recommendations and ratings in the play store ADVJ2 0,725 The quality of graphics and soundtrack ADVJ3 0,688 No advertising during the game ADVJ4 0,677 The developer of the game ADVJ5 0,668 May have different roles (single player, multiplayer, etc.) ADVJ6 0,664 The type of game ADVJ7 0,649 Recommendations from a gamer or influencer community ADVJ8 0,622 If you allow shopping ADVJ9 0,597 The download size ADVJ10 0,587 Gamer activities Buy accessories to play on your phone AG1 0,814 0,87 Get used to shopping in the video game AG2 0,743 Used to participate in gamer tournaments AG3 0,709 Usually wear clothes with images or designs allusive to video
games AG4 0,704 His interest in video games is already professional AG5 0,549 Download video games constantly AG6 0,494 Constantly interact with other players AG7 0,489 Opinions towards the gamer I feel frustrated not being able to advance in a game OG1 0,8 0,898 For me it is important to pass levels OG2 0,731 Sometimes I forget that this is just a way to hang out and I take
it very seriously OG3 0,672 Video games bring me more than people think OG4 0,652 Sometimes I conflict with other players when I play in multiplayer
mode OG5 0,598 Video games are part of my lifestyle OG6 0,58 Whenever he plays he’s obsessed with passing a level OG7 0,493 Gamer interests Stay informed about new video game updates and news IG1 0,697 0,878 Interested in becoming part of gamer communities and participating
in forums IG2 0,691 Follow social media accounts related to video games IG3 0,677 I’m interested in meeting people who are only interested in video
games IG4 0,428 I’m interested in having a cell phone where I feel comfortable
playing IG5 0,417 Preferences towards the video game Remove games you stop using PVJ1 0,767 0,801 Play whenever you have free time PVJ2 0,743 His interest in video games is just for fun PVJ3 0,738 Prefer only those video games that are free or have a free version PVJ4 0,686 Source:
Own
elaboration Table 4. Preferences around the use of video
games in segments Gamer Casual No Gamer Variables Ítems F % Mean F % Mean F % Mean Time dedication games Less than 1 Hour 20 16 2,45 69 34 2,06 42 43 1,804 1 to 2 Hours 55 45 81 40 40 41 2 to 3 Hours 30 24 32 16 9 9,3 3 to 4 Hours 9 7,3 10 5 4 4,1 More than 4 Hours 9 7,3 10 5 2 2,1 Schedule to play Morning 5 4,1 2,76 11 5,4 2,73 5 5,2 2,814 Late 31 25 38 19 18 19 Night 76 62 147 73 64 66 Early morning 11 8,9 6 3 10 10 Game of preference Arcade 10 8,1 4,09 9 4,5 4,09 12 12 3,711 Simulators 6 4,9 22 11 7 7,2 Strategy 25 20 50 25 22 23 Shooting 51 42 75 37 34 35 Sports 9 7,3 16 7,9 11 11 Fear 0 0 2 1 0 0 Others 19 15 24 12 11 11 None of the Above 3 2,4 4 2 0 0 Note: F= Frecuency Source: Authors’ own
elaboration According
to table 5, it is possible to observe the comparison between the three
segments, in the first place, the Gamer is characterized by being more demanding
when downloading a video game on his cell phone, he takes into account
several aspects, among these the comments of other players and the quality
of the game. The interaction of the Gamer with other players is important
because his interest is framed in strategy games, his main concern is
focused on passing levels, which is why he keeps informed on social
networks about updates and gamer content, for this segment the cell phone
should offer him the comfort to play on it, eliminates the games he stops
using and plays whenever he has free time, so being a video gamer is part
of his lifestyle. And these aspects are less and less relevant for the
Casual Gamer and Non Gamer, it is worth noting that the Casual Gamer plays
for fun and entertainment, while the Non Gamer is a passive gamer that is
to say he likes video games, but it is not his main hobby nor does he
consider it as his lifestyle. Table 5. Comparación de medias de cada dimensión
para cada segmento Construct Items Clúster Gamer Gamer Casual No Gamer Aspects when downloading a video game The recommendations of other players 4,27 3,54 2,19 Recommendations and ratings in the play store 4,20 3,32 2,28 The quality of graphics and soundtrack 4,41 3,93 2,61 No advertising during the game 4,25 3,87 2,23 The developer of the game 3,91 3,02 2,10 May have different roles (single player, multiplayer, etc.) 4,38 3,79 2,16 The type of game 4,41 3,98 2,77 Recommendations from a gamer or influencer community 4,11 2,64 1,75 If you allow shopping 3,50 2,29 1,66 The download size 3,79 3,06 2,28 Gamer activities Buy accessories to play on your phone 3,11 1,82 1,60 Get used to shopping in the video game 3,37 1,77 1,52 Used to participate in gamer tournaments 3,38 1,99 1,44 Usually wear clothes with images or designs allusive to video
games 3,15 1,64 1,59 His interest in video games is already professional 3,30 2,02 1,56 Download video games constantly 3,76 2,56 1,85 Constantly interact with other players 4,24 3,06 1,65 Opinions towards the gamer I feel frustrated not being able to advance in a game 4,02 3,15 1,66 For me it is important to pass levels 4,12 3,24 1,67 Sometimes I forget that this is just a way to hang out and I take
it very seriously 3,80 2,48 1,47 Video games bring me more than people think 3,96 2,73 1,68 Sometimes I conflict with other players when I play in
multiplayer mode 3,62 2,35 1,47 Video games are part of my lifestyle 4,01 2,65 1,65 Whenever he plays he’s obsessed with passing a level 4,12 3,52 1,60 Gamer interests Stay informed about new video game updates and news 4,04 2,76 1,35 Interested in becoming part of gamer communities and
participating in forums 3,81 2,33 1,41 Follow social media accounts related to video games 4,09 2,69 1,53 I’m interested in meeting people who are only interested in video
games 3,59 2,27 1,48 I’m interested in having a cell phone where I feel comfortable
playing 4,22 3,33 1,66 Preferences towards the video game Remove games you stop using 4,34 4,01 2,81 Play whenever you have free time 4,20 3,61 2,57 His interest in video games is just for fun 3,98 4,16 2,60 Prefer only those video games that are free or have a free
version 3,72 3,81 2,55 Source: Authors’ own elaboration Once
the dimensions of analysis were identified, we proceeded to develop the
analysis by hierarchical clustering with the Euclidean distance grouping
method, and took as initial reference the graphic method to determine the
possible final clusters by means of the dendrogram, and based on the
distance criterion, 3 segments were identified. In order to graphically
represent the clusters, a scatter plot was developed. For this purpose, a
two-factor factor analysis was developed, with the x-axis being factor 1
and the y-axis factor 2. Factor 1 was identified as activities, this
dimension being the main one in the segmentation criteria, followed by
interests. Illustration 1 shows the segments found, with segment 1 being
the most activity-oriented, while segment 2 is more interest-oriented. Figure 1. Scatter graph through hierarchical
cluster targeting method Source:
Authors’ own elaboration Based
on these results, the K-means segmentation method was applied, and it was
observed that there are significant differences between the distance of
each center of the final clusters, a criterion that defines the
heterogeneity between each segment (Kaufman and Rousseeuw, 1990). In
addition, it was identified that segment 1 is composed of 123 subjects,
segment 2 of 202 subjects, and segment 3 of 97 subjects. In order to
identify whether there are significant differences in each segment, the
one-factor ANOVA statistic was used on all the variables taken into account
in the segmentation model, obtaining statistical significance for each
variable, so it can be inferred that the segments are different from each
other; the distribution of the segments can be seen in Figure 2. from
each other; the distribution of the segments can be seen in Figure 2. Figure 2. Scatter graph through K-means segmentation
method Source: Authors’ own elaboration Three
segments were identified, which according to their characteristics were
denominated as Gamer, Casual Gamer and Non-Gamer. The Gamer is the one who
spends more time playing between 1 to 3 hours (69%), for all segments, the
most preferred time to play is at night, with the most preferred games
being shooting and strategy, and the least preferred being scary games.
Arcade and simulator games are not more popular in the Gamer segment, while
casual gamers are more versatile in their preferences. These results can be
seen in Table 4.
5.
Several studies have tried to characterize the
different types of video game players, as proposed by Manero et al. (2016) who
identified 4 segments: full gamers, hardcore gamers, Casual gamers and Non
gamers, so this research is in sync with what was proposed by Manero et al.
(2016), since it identified three of these segments with similar characteristics
and although the context of the research focused on console players, the
characteristics and consumption preferences are the same even if the video game
is on a cell phone. In the same way Braun et al. (2016) identifies three types
of video game players according to their personality: Gaming addicts,
non-gamers and regular gamers, this segmentation that aligns with the results
of the present research, however, Braun et al. (2016) involves emotional
instability as a predominant characteristic in the segments of greater approach
to video games, but this characteristic is not so evident in those who prefer
action games. On the other hand, Fu et al. (2017) also proposes a segmentation
model taking as reference not only the activities and preferences with video
games, but also their social interaction and role in this, where he identified
several types of players among which Leaders and aggressive gamers, Explorers
and Achievers stand out, although this segmentation is not in line with the
proposal presented in this work if it involves the degree or level of
importance of the video game for the user, such as dedication, feelings
associated with frustration or success to climb a level, viewing gamer content
in social networks, among others.
6. CONCLUSIONS:
It could be evidenced thanks to the segmentation by
K-means that there are three types of video game players on cell phones: Gamer,
Casual Gamer and Non-Gamer. It is observed that the Gamer segment prefers
shooting games and the affinity towards multiplayer games where it can
constantly interact with other players, however, although they consider as a
priority to pass the levels it is not feasible to invest money in accessories
to play on the cell phone, however, it does highlight the importance of having
a good cell phone to play. Casual Gamer considers that downloading the game is
only for fun. While the Non Gamer downloads games constantly but does not
engage with them constantly.
In such a way that there are marked differences
between each type of gamer since Gamer sees video games as a lifestyle,
something that stopped focusing on a hobby and became an important moment in
the day. However, the preferences in the games do not vary, being more
downloaded those with shooting theme making them the most common today and also
these have the multiplayer option, which allows to interact with more people,
this being an important aspect when downloading a game.
In view of the results obtained, it is of great
importance to highlight the fact that video games have become an important
aspect or stage in the lives of young people, which is why it is important to
learn to have limits and to be able to control how they behave in front of
these, since the obsession to pass a level or the frustration of not passing
it, in order to obtain rewards become the daily goal of some players, thus
achieving instability in front of the priorities of the person. Now, video
games on mobile devices do not have to be seen in a negative way because they
have become a new way in which young people relate, it is now very common to
observe that interactions between young people are given through multiplayer
video games and online mode, where the fact that it is through the network
allows you to have a global reach which allows you to generate in this way
interactions with people all over the world, you can really get to talk about a
true balance when the user is able to enjoy the experience offered by the video
game without breaking the limits that come to harm him in his personal life.
Seeing the exponential growth of video games, it is more important to talk
openly with young people and teach the correct way to use them, the importance
that should be given to them and also to expand the information of these,
leaving aside the bad reputation and opening the field to the usefulness of
these in a positive way.
Finally, taking into account that the market for
video games on mobile devices is booming, Colombia is no exception, since
Bogota concentrates video game development companies and exports to countries
such as: United States, Canada, Peru, United Kingdom, France, Costa Rica, China
and India, reason why understanding the preferences of the players will allow
understanding the market and therefore the development of video games according
to consumption preferences. For future research, it is important to develop
studies oriented to the effect of advertising and its influence on consumption
in the context of gamer content in social networks, as well as in the actions
of the brand in video games.
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