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Freemium Gaming: Hur drivs spelare till att köpa virtuella objekt i Freemium-spel?
KTH, School of Computer Science and Communication (CSC).
KTH, School of Computer Science and Communication (CSC).
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Freemium är en affärsmodell som används allt mer, framförallt inom spelbranschen. Då stora delar av utvecklarnas inkomst kommer från virtuella köp finns det anledning att undersöka hur spelare drivs till att köpa just virtuella objekt.

Syftet med undersökningen var att kartlägga de aspekter som driver spelare att köpa virtuella objekt inom Freemium-spel på persondatorer (med operativsystemen Windows, OS X och Linux). Undersökningen bestod av litteratur-, enkät- och intervjustudier.

Resultaten pekar på att spelare framförallt är måna om de visuella aspekterna hos de virtuella objekt de köper. Spelare tog avstånd från att virtuella objekt skulle ha någon funktionell innebörd om de gick att köpa för pengar. Detta då många spel idag är tävlingsinriktadeoch kräver god balans mellan de funktionella objekten i spelen.

Resultatet har även visat att det finns utlösande faktorer så som realisationer, medspelares innehav av köpta virtuella objekt och säsongserbjudanden som driver spelarna till att köpa virtuella objekt.

Abstract [en]

Freemium is a business model on the rise, especially in the gaming industry. Considering that main part of the developers' income comes from the purchase of virtual goods in games, it is interesting to examine what drives players to buy virtual objects.

The essay aimed to identify the aspects that drive players to buy virtual items in Freemium games on personal computers (with the operating systems Windows, OS X and Linux). The essay consisted of literature, survey and interview studies.

The results indicated that players are primarily concerned about the visual aspects of the virtual items they purchase. Players disapproved of the idea that virtual objects should have any functional meaning if you were to pay for them. This is because many games today are competitive and require good balance between the functional objects in games.

The results have also shown that there are trigger factors such as sales, teammate possession of the purchased virtual items and seasonal promotions that drive players to buy virtual items.

Place, publisher, year, edition, pages
2014. , 101 p.
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-145951OAI: oai:DiVA.org:kth-145951DiVA: diva2:721111
Educational program
Master of Science in Engineering - Media Technology
Supervisors
Examiners
Available from: 2014-07-03 Created: 2014-06-03 Last updated: 2014-07-03Bibliographically approved

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