Player Segmentation Strategies Based on the Types of Self-recognition in Online Game World
This research was conducted in an attempt to suggest player segmentation strategies based on the types of self-recognition in online game world. Using the framework based on six types of self-recognition in online game world by Young Yim Do (2009) (Self-e
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Player Segmentation Strategies Based on the Types of Self-recognition in Online Game World Young Yim Doh
Abstract This research was conducted in an attempt to suggest player segmentation strategies based on the types of self-recognition in online game world. Using the framework based on six types of self-recognition in online game world by Young Yim Do (2009) (Self-enhancer, Trend-expressionist, Relation-oriented, Isolated-antisocial, Social contributor, and Self-interest), I reinterpret the major game behaviors, core values, and psycho-socio-cultural characteristics of the six types. Finally, I suggest new strategic points to improve the player satisfaction for each type of game service design.
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Introduction
In the online game world, people are given opportunities to create characters that reflect who they are, what they want, what they dream of, and what they fear. Individuals engaging in game activities express their needs and values in the cyber world. They also learn how to form a community and interact with others in a virtual setting [1]. This supports the claim that people perceive online games as another living space that both reflects their real lives [2] and embodies lives that are different from their offline lives [3]. Just like individuals who live in the same area in the real life do not have the same self-recognition, the lives of online game players in the virtual world are not the same, although they sign on to the same game. Different players attribute different meanings and values to different behaviors. As a result, the game world can illustrate the emergence of diverse cultural codes in the digital world.
This paper is an extension of a part of the author's doctoral dissertation. Because of a pronunciation problem, her family name 'Doh' has been changed to 'Doh' after writing doctoral dissertation. Y.Y. Doh (&) Graduate School of Culture Technology, KAIST, Daejeon, Republic of Korea e-mail: [email protected] © Springer Nature Singapore Pte Ltd 2017 J.-H. Lee (ed.), Morphological Analysis of Cultural DNA, KAIST Research Series, DOI 10.1007/978-981-10-2329-3_11
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When we segment the players’ types of self-recognition in the online game world properly, we can understand the varying needs of different groups. A better understanding means we can focus on the things that really matter to players. Therefore, from the perspective of service design, useful segmentation strategies can give us a chance to deal with the five design problems below in more efficient ways. First, through understanding precisely the players’ deep desire and satisfaction, service providers are able to provide better experiences for players [4]. Second, by using tools from the scientific segmentation method, players and service providers can become aware and communicate with different perspectives. Third, through ascertaining which groups can be properly targeted to achieve a desired outcome, service providers can easily set strategic priorities. Forth, understanding the tailoring service element for d
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