The peculiar problems of the gaming industry : customer retention in MMOPRGs

In this thesis I explore the circumstance of MMORPGs losing subscribers. I suspect that they stop playing because of three intertwined and connected reasons 1. Wrong product placement 2. Only acquisition marketing 3. Not enough knowledge about the customers A survey showed that players stop playing because MMORPGs stop being fun and start getting boring from a certain point on. Gamers who took part in the survey named their individual reasons why the game became unfunny and boring. On the basis of these individual complaints I have divided the gamers who quit into eight categories and suggest a retention marketing that individualises the player experience accordingly.

Author dc:creator

• Müntner, Cindy Sheela, 1985-

Contributors dc:contributor

• Háskólinn í Reykjavík

• Alþjóðaviðskipti og markaðsfræði
• Markaðssetning
• Tölvuleikir
• Meistaraprófsritgerðir
• International business
• Marketing
• Computer games

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/1946/26836

OAI identifier oai:identifier

oai:skemman.is:1946/26836