Due to the increasing influence of video game monetization, which offers consumers an in-game advantage, unique virtual objects that can be purchased with real money. The aim of this study was to discover the correlation between game-related features and Thai customers purchasing microtransactions in video games on all platforms. This thematic paper used quantitative methodology and collected information from 103 respondents who had recently played video games and purchased in-game items/skins/in-game currency/loot boxes with real money.
According to the research, four main factors influence Thai customers to purchase video game microtransactions: in-game aesthetics, in-game social status, sales and promotion, and enjoyment. This data can be used by video game developers and marketers to prioritize video game monetization approaches that better serve the purchasing behavior of Thai consumers. In addition to increasing the number of video games available on all platforms (PC, Console and Mobile), in-game monetization or so-called micro-transactions that provide an advantage over other players, exclusive items, cosmetics, skins and or in-game currency gameplay as it can appear in both free-to-play and full-priced, single-player and multiplayer games.
Microtransactions in video games have generated billions of dollars over the years and will continue to do so as long as people are prepared to pay to upgrade, power up or just look different in their favorite video games. To determine the extent to which customers are willing to pay for microtransactions in order to receive virtual items, in-game currency and other in-game benefits provided by game companies. A survey questionnaire is being developed to collect data from the Thai online community who have recently played video games and purchased items/skins/in-game currency/loot boxes using real money.
The findings of the study could be applied to game development and any companies that use similar practices in their products or services to gain a better understanding of Thai customers' perceptions of microtransactions in video games.
LITERATURE REVIEW
- Purchase intent
- Monetization in video games
- Microtransaction /Micropayment in video games
- Cosmetic microtransactions
- Pay to win microtransactions (P2W)
- Loot boxes
- Perceived value of in-game purchase
- Perceived enjoyment of in-game purchase (Satisfaction)
- Social interaction/influence
- Time saving (Functional value)
According to Evers, Van de Ven and Weeda (2015), microtransactions are often cheap add-ons for existing games. These expansions may include purchasing more game content or in-game benefits). Cosmetic microtransactions are a form of microtransactions where players can purchase cosmetic goods and various costumes/appearances that have no in-game incentives and are merely cosmetic customizations. According to Zendle, Meyer, and Ballou (2020), consumers can exchange real money for any item that increases their chances of success in the game as a 'pay to win' microtransaction.
A pay-to-win feature that offers in-game bonuses increases the rate at which a player earns experience points, changes status effects, or increases the probability of a successful outcome in a game (King and Delfabbro, 2018). While gaming companies emphasize that these microtransactions are not necessary to participate or progress in the game, some individuals may rely on products that provide in-game bonuses to improve their gaming performance and thus they excessively waste these goods (King and Delfabbro, 2019). . Authorities and politicians in some areas have proposed that certain in-game purchases, which provide random items based on statistical data, be classified as gambling (King et al, 2019).
According to Park and Lee (2012), players purchase in-game items to develop their characters because game products are unique or hard to obtain, allowing them to thrive in the game's social environment. Ho and Wu (2012) defined functional value as the extent to which it enhances the game user's skills by providing functional benefits to assist characters in the game.
RESEARCH METHODOLOGY
Research Design
Sampling
Data Collection
The data will be collected through a Google form that has been spread across social networking services such as Line, Facebook, Twitter and Instagram, as well as other sites with a large population of players participating in group chat and conversation. Screening questions are used to exclude non-target groups and improve the quality of the data obtained.
RESEARCH FINDINGS
Descriptive Statistics
- The sample Characteristics
- Descriptive data analysis among Key Constructs
All respondents were validated and all responses had to have played the game and made in-game purchases within the previous three months. With 34% of money spent on in-game purchases, less than once a month was followed by once and 2-3 times a month at 27.2%, with a minority of 11.7 spending more than three times a month the month. In the questionnaire, respondents were asked to multi-select items to select those that met their criteria for making in-game purchases of items/skins/in-game currency/loot boxes.
As a result of the measurement analysis, three of the six constructs, including perceived pleasure, perceived value, and time savings, were found to have a positive correlation with consumers' purchasing intentions for video game microtransactions across all platforms, with overall average mean scores of and 2,966. Followed by perceived value, including 5 components with average scores ranging from and three of the components with the highest average score, including 1. I make in-game purchases when there is a promotion/discount. I make in-game purchases when the game satisfies me. 3.59) and making in-game purchases increases my interest in the game.
I would play my game for a long time after purchasing it in the game.
Inferential statistics (Correlation Analysis)
- Rotated Component Matrix
- Correlations Analysis
The perceived enjoyment construct has the highest total mean score (3.288) and contained five measures with a mean score of.
Mean comparison
- Gender
- Age group
- Marital Status
- Education level
- Income level
The table above shows the average score difference between age groups for four constructs (in-game aesthetics, sales and promotion, satisfaction, and in-game social status). Similarly, the 26-35 age group has the highest mean satisfaction construct score, while the 36-45 age group has the lowest, 3.78 and 3.46, respectively. The table above shows the average difference in marital status for four constructs (in-game aesthetics, sales and promotion, satisfaction, and in-game social status).
Single respondents have higher mean scores on three constructs: aesthetics, sales and promotion, and satisfaction, with scores of and 3.70, respectively. Respondents with a bachelor's degree achieved the highest average scores for Aesthetics and Satisfaction, 2.71 and 3.72, respectively. Respondents with a master's degree or higher have the highest average sales and promotion scores, as well as social status, at 3.81 and 2.79, respectively.
The mean difference in income level scores for four components is shown in this table. Respondents with incomes from 15,001 to 30,000 baht had the highest mean scores on aesthetic and social status at 2.75 and 2.91, respectively. Respondents with salaries from 30,001 to 45,000 baht had the highest average sales and promotion ratings, as well as satisfaction, both of which were 3.86.
CONCLUSION & RECOMMENDATION
Conclusion
That information can be used by video game developers and marketers as a strategy to prioritize their video game monetization tactics that better serve Thai consumers' video game buying habits.
Recommendation
When a consumer is satisfied with their gaming experience, they are more likely to spend more time and money to purchase special things that draw them away from the in-game microtransactions area.
Limitation and future research
APPENDICES
APPENDIX
