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Research Paper | Marketing | India | Volume 11 Issue 6, June 2022

Factors Influencing Player Loyalty in Online Mobile Games

Anagha S. | Dr. Anupama Sundar .D

Abstract: The research entitled, ?FACTORS INFLUENCING PLAYER LOYALTY IN ONLINE MOBILE GAMES? is carried out to explore and examine the factors affecting the loyalty of a player in online mobile games. Player loyalty and retention rate in mobile game shave important influence on the mobile game development firms. Loyalty in the current study has five independent variables which are, experience level, flow control, motive for the game, curiosity and identification with the character. The sample size calculated for the study is 200 and includes majorly of college going students belonging to the age group of 18 - 25. A questionnaire was formed according to the variables using goggle forms and was sent out to fill. The collected response validity with the loyalty of the players towards the game was verified with various tests performed through SPSS. Descriptive analysis, factor analysis, and reliability tests were conducted. The results showed there is significant and positive effect of all the 5 considered variables on loyalty of players in online mobile games. Among the independent variables curiosity has the highest alpha value with 0.896. Thus through the study and results we suggest that developers should aim at making the game curios at each stage, that is in line with player identification.

Keywords: Loyalty, Experience level, Flow control, Motivation, Curiosity and Identification with the character

Edition: Volume 11 Issue 6, June 2022,

Pages: 1720 - 1728