Report: Customer Expectation Study on Online Gaming Trends

This report delves into the multifaceted world of online gaming, examining customer expectations and their impact on player satisfaction. It explores the motivations behind gaming, the different player archetypes (Challengers, Highfliers, Destroyers, and Time Passers), and the factors that contribute to a positive gaming experience. The report highlights the pros and cons of online gaming, addressing ethical issues, integrity concerns, and safety risks, along with proposed response plans. It emphasizes the importance of game balance, technical quality, and a pro-gaming environment for fostering player engagement and loyalty. The conclusion summarizes the key findings, emphasizing the significance of game design in meeting diverse player expectations and creating a sustainable online gaming ecosystem. The study reveals that gamers get motivation and satisfaction from different factors of the game, and the expectation of gamers and insights of their fun level assist the developer in creating even better game field.

Running Head: Customer Expectation study on online gaming 1
Report Name: Customer Expectation study on online gaming
Student Name:
Student No:
AQF Level:
Word count: 1250

Customer Expectation study on online gaming 2
Contents
Introduction................................................................................................................................3
Research Background.................................................................................................................4
Pros and cons of research...........................................................................................................4
Ethic Issues, Integrity and safety issues and risks......................................................................5
Response plan to the issues and risks.........................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................9

Customer Expectation study on online gaming 3
1. Introduction
With the emergence of internet and mass usage of personal computer and mobile
devices, online game has become hugely popular among different genres. Unlike the
conventional methods of playing through PC and video games, online game allows multiple
Players playing together on a single platform regardless of their different base location. The
rapid growth of the online gaming does not ensure sustainability of the gamer or the
developer of the game. The expectation of gamers can only be met through service quality
and that turns into loyalty. Striking experience of the gamer, his preferences, and the level of
fun helps the developer to have better understanding of the customer need and expectation.
2. Research Background
The primary intention of this research is to find out the level of fun, and the state
of enjoyment that a gamer derives by playing games. There are different motivations for
playing games: some gamers may be attracted to express their character through the game
character, escape from real life challenges. ‘All’ the gamers in a group cannot be treated as
identical as the level of expectation and motivation to play games are different (Mei-Pochtler,
2016). There are basically different types of player: Challengers, High fliers, destroyers and
time passers. Challengers love the kick that game provides and enjoy finishing the game on a
winning note (Lanphier & Urnov, 2015). Highfliers are the ones who enjoys being in the
virtual world. Destroyers love running the experience of the other gamer. Time passers are
the lot who does it to socialize and be part of a group. Things that make gamer happy vary on
different circumstances (Jones, et al., 2014).

Customer Expectation study on online gaming 4
3. Pros and cons of research
3.1 Pros
Gaming requires higher level of multitasking while coordinating the movement of controller
and having an eagle eye on the screen. This process improves in having stronger reflexes and
better control (Smith, 2013).
Online gamers tend to become more and more patient over “a period of time” as playing over
and over the same game enhance their level of endurance and makes them a more patient
individual.
There are games which require analytical thinking to win (Hao and Zhou, 2010). “Over a
period of time” the art of planning, and the attitude of solving problem get imbibed into their
thought process. This makes an individual a strategic thinker and problem solver.
3.2 Cons
Gamers over period get addicted and mostly spend time indoor which leads to health issues
like loss in eyesight, Insomnia, issues with the posture of sitting and sometime it causes
damage to the brain as well (Kogan, 2010).
The habit of playing games and staying awake for longer duration leads to lesser sleep.
Playing games throughout the night forces them to catch up on sleep during classes and
lesson time leading to lack of concentration.
Many of the games are mostly about war, violence, and usage of strong language, at times the
gamers get so much influenced by it that it starts getting into their character (Yan and
Randell, 2009).

Customer Expectation study on online gaming 5
4. Ethic Issues, Integrity and safety issues and risks
4.1 Ethic Issues
Right mix of balance is important for healthy competition in games that are
played through online. A balanced game is can provide multiple choices to players (Lenhart,
2017). Game balance is required to restrain player from taking advantage of flaws in the
game and to make sure it is enjoyable and engaging. Unbalanced game design may ruin the
entire experience of playing (Wiedeman et al., 2015). For an example, if certain characters in
a game are more powerful, gamer might choose the powerful one without thinking and
planning making the other characters redundant.
Having an uninterrupted server connection is essential to increase
attractiveness. Unstable connection frustrates the player (Alison Abbott and Alison Abbott,
2013). Due, to stiff competition many a time player tries to win the game through cheating by
plugins and bugs. Cheating through unfair means destroys the very experience of the game.
“Thus” having the requisite technical knowhow and putting a robust system in place helps in
maintaining the playing experience (Baharuddin, Bin Wan Harun, Bin Ruskam, Bin Yacob,
2014).

Customer Expectation study on online gaming 6
4.2 Ethic Issues
Players of a particular game become a community over period, which is a kind of
organization. “Within” a game the climate of positivity among players forms gaming climate.
The culture of respecting and tolerating the mistake of co-gamer and acknowledging own
mistakes leads to ethical gaming climate. Integrity among playerssignificantly impacts the
level of satisfaction of online game. Cheating by a dishonest player ruins the entire
experience of the game. Since it’s a virtual environment, integrity of the gamer influences the
playing experiences of another gamer. Cheating by one gamer could lead to potential
dissatisfaction for the other gamer (Smith, 2015). The sense of willingness while doing task,
overcome difficulties, chance of interacting of different players and build friendship with
them are the driving factors that attracts a gamer (Hernandez Muro, 2014).In spite of the
above stated facts, there are varied level of expectations a gamer commonly has which will be
presented through this report.
5. Response plan to the issues and risks
Maintaining the balance in a game is the main work of a designer while
designing a game to avoid unfairness. “Right “game balance enhances the fun level and pace
of an online game. Players should have multiple choices and each choice should have
advantage and disadvantage both. Players having similar playing skill should have same
probability of winning the game . Within multiple items, characters and equipment, the
balance of power has to be maintained in such way that every likeminded gamer has a fair
chance regardless of the selection.

Customer Expectation study on online gaming 7
Technical quality of an online game determines the satisfaction level of a
gamer, preventing bugs and unfair practices by cheating gamer, having stable server
connection is the key factor.
Creating and maintaining pro-gaming environment where each gamer tolerates
the other gamer’s mistake and behave within the standard norms (Chen and Wu, 2013).
“Therefore, making a rule book in controlling the behaviour of the gamers is very much
important. In online game almost, every player are strangers to each other hence”, a pro-
gaming climate brings in new gamer.
Active participation by all the gamer makes the groups thrive, if a newcomer
who finds it difficult to participate, he may leave because of the fear of being left out and
ridiculed if nobody participates with him (Berard, Cain, Watanabe & Sasaki, 2015). Millions
of people have their account on multiple online gaming platforms, and they can keep playing
for hours at stretch. What makes the customer stick to a particular game? Is the expectation of
all the gamers same? This report focuses on the expectations of the gamers and articulates
their behaviour towards online games. “; Moreover,” the motivation of a gamer gets stronger
with great level of fun coupled of quality of service by the platform. Revealing the
expectation of gamer and insights of their fun level assist the developer in creating even
better game field (Yakovenko, I. et al., 2015).

Customer Expectation study on online gaming 8
6. Conclusion
The study reveals that gamers get motivation and satisfaction from different
factors of game. The balance of the game and how sound is the game technically decides the
level of fun for gamer. Some gamers get satisfied by winning, and some by pro-gaming
climate where they can socialize and pass time. New players want to feel the power and try to
win, the designing of the game should help new gamer to reach that stage. Pro-gaming
environment, integrity and fair participation reflect the gaming climate. Different players
have different approach, experienced players should be provided with new content, regular
improvement, customisation in the weapons, characters generate the need of playing.
Expectation
Pro-gaming
Ambience
Quality
of game
awganwga
me
Fairness
gawganwg
ame
Stability
of connection

Customer Expectation study on online gaming 9
References
Mei-Pochtler, A. (2016). Most played PC games 2015 | Statistic. [online] Statista. Available
at: http://www.statista.com/statistics/251222/most-played-pc-games/ [Accessed 18 Feb.
2016].
Hernandez Muro, A. (2014). Estudio: Los "gamers" son personas máseducadas y sociables
que quienes no jueganvideojuegos. [online] Sophimania.pe. Available at:
https://sophimania.pe/sociedad-y-cultura/sociologia-y-antropologia/estudio-los-gamers-son-
personas-mas-educadas-y-sociables-que-quienes-no-juegan-videojuegos/ [Accessed 17 Apr.
2016].
Smith, B. (2013). League Of Legends: A brief history of MOBA domination. [online]
Games.com News, Reviews, Tips and Cheats. Available at:
http://blog.games.com/2013/01/15/league-of-legends-history/ [Accessed 18 Feb. 2016].
Hao, J. and Zhou, S. (2010). SAFE: A Secure Area of Interests Filter for P2P-based
MMOGs. 2010 10th IEEE International Conference on Computer and Information
Technology.
Kogan, I. (2010). AN ANALYSIS OF CHEAT PREVENTION IN PEER-TO-PEER
MASSIVELY MULTIPLAYER ONLINE GAMES.Undergraduate.Honours Tutorial
College.
Yan, J. and Randell, B. (2009). An Investigation of Cheating in Online Games. IEEE Security
& Privacy Magazine, 7(3), pp.37-44.
Lenhart, A. (2017). Teens, Social Media & Technology Overview 2015. [online] Pew
Research Center: Internet, Science & Tech. Available at:
http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/#fn-13190-1
[Accessed 10 Mar. 2017].
Wiedeman, A., Black, J., Dolle, A., Finney, E. and Coker, K. (2015). Factors influencing the
impact of aggressive and violent media on children and adolescents. Aggression and Violent
Behavior, 25, pp.191-198.
Alison Abbott, N. and Alison Abbott, N. (2013). Computer Game Playing Shown to Improve
Multitasking Skills. [online] Scientific American. Available at:
https://www.scientificamerican.com/article/computer-game-playing-shown-improve-
multitasking-skills/ [Accessed 24 Jun. 2018].
Baharuddin, Bin Wan Harun, Bin Ruskam, Bin Yacob (2014). [online] Available at:
https://www.researchgate.net/publication/271823800_THREE-
DIMENSIONAL_3D_BIOPRINTING_OF_HUMAN_ORGANS_IN_REALISING_MAQA
SID_AL-SHARI%27AH [Accessed 25 Jun. 2018].

Customer Expectation study on online gaming
10
Smith, D. (2015). Roughly 77,000 accounts are hijacked every month on Steam, the world's
most popular store for PC games. Retrieved from http://www.techinsider.io/steam-trading-
theft-hijacking-2015-12
Berard, A., Cain, M., Watanabe, T., & Sasaki, Y. (2015). Frequent Video Game Players
Resist Perceptual Interference. PLOS ONE, 10(3), e0120011. doi:
10.1371/journal.pone.0120011
Chen, V. and Wu, Y. (2013). Group identification as a mediator of the effect of players’
anonymity on cheating in online games. Behaviour & Information Technology, 34(7),
pp.658-667.
Hsiao, C. and Chiou, J. (2012). The impact of online community position on online game
continuance intention: Do game knowledge and community size matter?. Information &
Management, 49(6), pp.292-300.
Jones, B. H., Chin, A. & Aiken, P., 2014. Risky business: Students and smartphones.
TechTrends, 58(6), pp. 73-83.
Lanphier, E. & Urnov, F., 2015. Don't edit the human germ line. Nature, 519(7544), p. 410.
Yakovenko, I. et al., 2015. The efficacy of motivational interviewing for disordered
gambling: systematic review and meta-analysis.. Addictive Behaviors, Volume 43, pp. 72-82.