Video game player has diverse motivations; they change as time passes. In this session, Sentience's Research Lead, Hyeyon Kwon, will describe 1) how to parametrize motivation from game log data, 2) build behavioral economics models, and 3) apply the analysis result and implications to the game server. With this approach, at one of the clients' games, the targeted user's retention rate, in-app purchase, and engagement have increased significantly.
2. Who we are
• Behavioral economics-based AI company
• Analyze games and user’s behavior and their motivation-
to-play
• Develop and service recommendation system based on
the user’s motivation-to-play
3. What I am going to talk about
1. Meta model for user’s motivation-to-play
2. How to measure each motivation based on player’s log data
• Analysis cases
3. Integrate the model-driven analysis into the game server
4. The results and use cases
5. Conclusion
4. What I am going to talk about
1. Meta model for user’s motivation-to-play
2. How to measure each motivation based on player’s log data
• Analysis cases
3. Integrate the model-driven analysis into the game server
4. The results and use cases
5. Conclusion
5. What I am going to talk about
1. Meta model for user’s motivation-to-play
2. How to measure each motivation based on player’s log data
• Analysis cases
3. Integrate the model-driven analysis into the game server
4. The results and use cases
5. Conclusion
6. What I am going to talk about
1. Meta model for user’s motivation-to-play
2. How to measure each motivation based on player’s log data
• Analysis cases
3. Integrate the model-driven analysis into the game server
4. The results and use cases
5. Conclusion
8. Behavioral economics?
Behavioral Economics
• Integrated from psychological research into economic science
• Study of the effect of psychological, emotional, social factors
on economic decisions of individuals
9. Motivation-to-play
Motivation
Decision
& Action
It takes too much
time to level up.
Games are pushing
too many pop-ups
and ads.
My character is not
strong enough!
There are not
enough PvE
contents I want!
There are not many
cute characters.
There are not many
PvP contents I want.
10. Motivation-to-play
RETENTION
Want to be
famous To kill times
Catch
monster Play PvP
Collect
characters
App open
rates, times
Personal
information
Device type
Love for the
character Motivation
Behavior
Superficial
factors
11. Meta model for motivation-to-play
SocialPersonal
Intrinsic
Extrinsic
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
• McGuinness M. 2015. Motivation for Creative People: How to Stay Creative While Gaining Money
• Rigby, S. and Skinner, T. GDC 2014, The Importance of Player Autonomy: Motivating Sustained Engagement through
Volition and Choice
• Baron J. GDC 1999, Glory and Shame: Powerful Psychology in Multiplayer Online Games
• Ryan, R.M. and Deci, E.L.2000. Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions
12. Meta model for motivation-to-play
SocialPersonal
Intrinsic
Extrinsic
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
• McGuinness M. 2015. Motivation for Creative People: How to Stay Creative While Gaining Money
• Rigby, S. and Skinner, T. GDC 2014, The Importance of Player Autonomy: Motivating Sustained Engagement through
Volition and Choice
• Baron J. GDC 1999, Glory and Shame: Powerful Psychology in Multiplayer Online Games
• Ryan, R.M. and Deci, E.L.2000. Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions
Inherently interesting or
enjoyable
13. Meta model for motivation-to-play
SocialPersonal
Intrinsic
Extrinsic
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
• McGuinness M. 2015. Motivation for Creative People: How to Stay Creative While Gaining Money
• Rigby, S. and Skinner, T. GDC 2014, The Importance of Player Autonomy: Motivating Sustained Engagement through
Volition and Choice
• Baron J. GDC 1999, Glory and Shame: Powerful Psychology in Multiplayer Online Games
• Ryan, R.M. and Deci, E.L.2000. Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions
Inherently interesting or
enjoyable
Leads to a separable
outcome
14. Meta model for motivation-to-play
SocialPersonal
Intrinsic
Extrinsic
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
• McGuinness M. 2015. Motivation for Creative People: How to Stay Creative While Gaining Money
• Rigby, S. and Skinner, T. GDC 2014, The Importance of Player Autonomy: Motivating Sustained Engagement through
Volition and Choice
• Baron J. GDC 1999, Glory and Shame: Powerful Psychology in Multiplayer Online Games
• Ryan, R.M. and Deci, E.L.2000. Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions
Inherently interesting or
enjoyable
Leads to a separable
outcome
Need for self expression
15. Meta model for motivation-to-play
SocialPersonal
Intrinsic
Extrinsic
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
• McGuinness M. 2015. Motivation for Creative People: How to Stay Creative While Gaining Money
• Rigby, S. and Skinner, T. GDC 2014, The Importance of Player Autonomy: Motivating Sustained Engagement through
Volition and Choice
• Baron J. GDC 1999, Glory and Shame: Powerful Psychology in Multiplayer Online Games
• Ryan, R.M. and Deci, E.L.2000. Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions
Inherently interesting or
enjoyable
Leads to a separable
outcome
Need for self expression Other people’s opinions
matter
16. Who are social-intrinsic people?
SocialPersonal
Intrinsic
Extrinsic
• Harmony
• Collaboration
• Loyalty
• …
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
18. Who are social-extrinsic people?
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
SocialPersonal
Intrinsic
Extrinsic
• Recognition
• Appreciation
• Awards and Prizes
• …
20. Who are personal-extrinsic people?
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
SocialPersonal
Intrinsic
Extrinsic
• Money
• Privileges
• Opportunities
• …
22. Who are personal-intrinsic people?
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
SocialPersonal
Intrinsic
Extrinsic
• Pleasure
• Learning
• Meaning
• …
26. Analysis methodology
How to define & parametrize & analyze the motivation model?
Behavioral Economics vs Econometrics
• Behavioral economics: Study of the effect of psychological,
emotional, social factors on economic decisions of
individuals
• Econometrics: Statistical methods for empirical analysis
27. Analysis methodology
How to define & parametrize & analyze the motivation model?
Behavioral Economics vs Econometrics
• Behavioral economics: Study of the effect of psychological,
emotional, social factors on economic decisions of
individuals
• Econometrics: Statistical methods for empirical analysis
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
29. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
30. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Shutdown law in South Korea
forbidding children under the age of
16 to play online video games
between 00:00~06:00
31. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Research Question: How shutdown law changed
the social interactions among players?
Shutdown law in South Korea
forbidding children under the age of
16 to play online video games
between 00:00~06:00
32. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Social interaction Network effect
Find social interaction in Play Garden1
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
33. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Social interaction Network effect
Find social interaction in Play Garden1
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
As more users use a service,
they create more values, and
more people join
34. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Social interaction Network effect
Find social interaction in Play Garden1
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
More users ↔ the number
of concurrent users
Use a service & create
more value ↔ play time
35. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Parametrize social interaction
The number of concurrent
users and their play time
Social
interaction
Network
effect
2
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
36. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Social interaction Network effect
Find social interaction in Play Garden1
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
• The number of concurrent
users
• Total play time
• Other variables that may
affect the players:
• Level, gold
37. Case 1: Play Garden
Social interaction in the social game (Play Garden)
Build a model measuring social
interaction and the effect of
shutdown policy
3
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
38. Case 1: Play Garden
Social interaction in the social game (Play Garden)
The number of
concurrent users
The number of
concurrent users
The user’s play time
- The user’s level
- Gold
- Weekend
- School vacations
- Demographics
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kwon and Suh (2013)
39. Case 1: Play Garden
Social interaction in the social game (Play Garden)
The number of
concurrent users
The number of
concurrent users
The user’s play time
- The user’s level
- Gold
- Weekend
- School vacations
- Demographics
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kwon and Suh (2013)
Shutdown Law
40. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
2SLS
Select the right methodology
and analyze
4
Chow Test
Source: Kwon and Suh (2013)
41. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
2SLS
A methodology for analyzing
the effect of independent
variables on the dependent
variable when there are
feedback loops in the model
Select the right methodology
and analyze
4
Chow Test
A methodology for testing
the presence of a structural
break at a specific event in
time series data
Source: Kwon and Suh (2013)
42. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4
Source: Kwon and Suh (2013)
The number of
concurrent users
The number of
concurrent users
The user’s play time
- The user’s level
- Gold
- Weekend
- School vacations
- Demographics
Shutdown Law
43. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
2SLS
A methodology for analyzing
the effect of independent
variables on the dependent
variable when there are
feedback loops in the model
Select the right methodology
and analyze
4
Chow Test
A methodology for testing
the presence of a structural
break at a specific event in
time series data
Source: Kwon and Suh (2013)
44. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4
Source: Kwon and Suh (2013)
The number of
concurrent users
The number of
concurrent users
The user’s play time
- The user’s level
- Gold
- Weekend
- School vacations
- Demographics
Shutdown Law
45. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kwon and Suh (2013)
The number of
concurrent users
The number of
concurrent users
The user’s play time
- The user’s level
- Gold
- Weekend
- School vacations
- Demographics
Result: Before shutdown law
No network effect
46. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kwon and Suh (2013)
Result: After shutdown law
Network Effect & Reverse
Network Effect
The number of
concurrent users
The number of
concurrent users
The user’s play time
- The user’s level
- Gold
- Weekend
- School vacations
- Demographics
Shutdown Law
47. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kwon and Suh (2013)
Result: After shutdown law
Network Effect & Reverse
Network Effect
More concurrent users
Play time
Fewer concurrent users
48. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kwon and Suh (2013)
Result: After shutdown law
Network Effect & Reverse
Network Effect
More concurrent users
Play time
Fewer concurrent users
Reverse
network effect
49. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kwon and Suh (2013)
Result: After shutdown law
Network Effect & Reverse
Network Effect
More concurrent users
Play time
Fewer concurrent users
Network effect
50. Case 1: Play Garden
Social interaction in the social game (Play Garden)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kwon and Suh (2013)
Result: After shutdown law
Network Effect & Reverse
Network Effect
More concurrent users
Play time
Fewer concurrent users
Network effect
Social Intrinsic
52. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
53. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
Social distance is the gap
between different groups; social
class, race, gender, or sexuality.
In the virtual world, social
distance is the level difference
between existing users and new
users.
54. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
Social distance is the gap
between different groups; social
class, race, gender, or sexuality.
In the virtual world, social
distance is the level difference
between existing users and new
users.
Research Question: Does social distance
influences the player’s behavior in games?
55. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
Public recognition Social distance
Find public recognition in Ever Planet1
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
The gap of levels among users;
mostly between existing users and
new users.
56. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kim and Lee (2013)
Social distance ↔ the
difference between the
user's level and the
average level of all users.
57. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
Parametrize public recognition
the difference between the
user's level and the average
level of all users.
Public
recognition
Social
distance
2
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kim and Lee (2013)
58. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kim and Lee (2013)
• The difference between
the user's level and the
average level of all
users.
• Total play time
• Accumulated play time
• The number of players
59. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
Build a model measuring
public recognition and its
effect on the player’s behavior
3
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kim and Lee (2013)
60. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kim and Lee (2013)
Social distance
The number of
concurrent users
The user’s play time
- Accumulated playtime
- Number of days passed
- Weekend
- School vacations
61. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
A methodology for analyzing
panel data when group
means are fixed for each
group.
Select the right methodology
and analyze
4
Source: Kim and Lee (2013)
Fixed Effect
62. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Select the right methodology
and analyze
4
Source: Kim and Lee (2013)
Social distance
The number of
concurrent users
The user’s play time
- Accumulated playtime
- Number of days passed
- Weekend
- School vacations
63. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kim and Lee (2013)
Result: As users have been playing more, they play the less today
(-)
Social distance
The number of concurrent
users
The user’s play time
- Accumulated
playtime
- Number of days passed
- Weekend
- School vacations
64. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Kim and Lee (2013)
Result: But the social distance makes people behave differently; the higher
level, the longer they play
The user’s play time
- Accumulated playtime
- Number of days passed
- Weekend
- School vacations
Social distance
(higher level)
The number of
concurrent users
(+)
65. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
Source: Kim and Lee (2013)
How to manage the social distance?
66. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
Source: Kim and Lee (2013)
How to manage the social distance?
The example of
Divisions and Tiers
systems in online /
offline sports
67. Case 2: Ever Planet
Public recognition in MMORPG (Ever Planet)
Source: Kim and Lee (2013)
How to manage the social distance?
# of players
Agent-Based Model
A computational model
for simulating the
actions and interactions
of autonomous agents
68. Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
69. Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
Research Question: Which feature makes
people to have higher retention rates?
70. Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
Personal
satisfaction
Self-monitoring
Find personal satisfaction in mPHR1
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Tracking and updating
the user’s health
information Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
71. Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
Parametrize personal satisfaction & other features
The average and the
frequency of usage
2
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Lee et al. (2018)
Personal
satisfaction
Self-monitoring
• 𝐴𝑉𝐺_𝑆𝑀𝑖: Average usage of
self-monitoring function by
patient i
• 𝑆𝑇𝐷_𝑆𝑀𝑖: Standard
deviation of usage of self-
monitoring function by
patient i
72. Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
Build a model measuring each
feature’s effect on user retention
3
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Lee et al. (2018)
The average usage of self-monitoring
function
The standard deviation of self-
monitoring function usage
User retention
- Demographics
- The level of illness)
The average usage of other functions
The standard deviation of other
function usages
73. Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Cox proportional hazard
A methodology for
analyzing the expected time
until an event of interest
happens
Select the right methodology
and analyze
4
Source: Lee et al. (2018)
74. Case 3: Mobile Personal Health Record
Personal satisfaction in mPHR (My Chart in My Hand)
BUILD A MODELQUANTIFY PARAMETRIZE ANALYZE
Source: Lee et al. (2018)
Result: People with personal satisfaction have higher retention rates.
The average usage of self-
monitoring function
The standard deviation of self-
monitoring function usage
User retention
- Demographics
- The level of
illness
The average usage of other
functions
The standard deviation of
other function usages
(+)
(-)
75. 3 Steps for implementing motivation model into games
RECOMMENDDEFINE FIND
(1) Define and parametrize the
motivation you want to find
Personal
Satisfaction
Social
Interaction
Personal
Rewards
Public
Recognition
76. 3 Steps for implementing motivation model into games
(2) Find each player’s motivation
based on the player’s log data
RECOMMENDDEFINE FIND
77. 3 Steps for implementing motivation model into games
(3) Send recommendation
message based on the
motivation
RECOMMENDDEFINE FIND
THE PERFECTIONISTS
THE COLLECTORS
FRIENDSHIPS
78. Automate the 3 Steps of implementing motivation model into games
(3) Send recommendation
message based on the
motivation
RECOMMENDDEFINE FIND
THE PERFECTIONISTS
THE COLLECTORS
FRIENDSHIPS
(1) Define and parametrize
the motivation you want to
find
(2) Find each player’s
motivation based on the
player’s log data
79. Implementation
Integrating the model-driven analysis into the game server
Gameplay
Log Data
Features Preprocessed
Data
Motivation
Model Analysis
Result Data In-game
recommendation
message
Game Player
80. Implementation
Integrating the model-driven analysis into the game server
Gameplay
Log Data
Features Preprocessed
Data
Motivation
Model Analysis
Result Data In-game
recommendation
message
Game Player
1
Preprocessing
• Data connector
• Batch with dependency
• Generate features
81. Implementation
Integrating the model-driven analysis into the game server
Gameplay
Log Data
Features Preprocessed
Data
Motivation
Model Analysis
Result Data In-game
recommendation
message
Game Player
1
Preprocessing
• Data connector
• Batch with dependency
• Generate features
2
Analysis and Segmentation
• Motivation analysis with the
preprocessed data
• Segment players with a specific
motivation
82. Implementation
Integrating the model-driven analysis into the game server
Gameplay
Log Data
Features Preprocessed
Data
Motivation
Model Analysis
Result Data In-game
recommendation
message
Game Player
1
Preprocessing
• Data connector
• Batch with dependency
• Generate features
2
Analysis and Segmentation
• Motivation analysis with the
preprocessed data
• Segment players with a specific
motivation
2
Send
recommendation
message to the player
83. The result of automizing the three steps:
Retention rate
increased by 13%
User engagement
increased by 45%
In-app purchase
increased by 8%
Real case example:
Result of applying motivation-based recommendation system
in mobile game
84. Wrap up
• Define and find the motivation of players in games
• Personal Satisfaction
• Social Interaction
• Personal Rewards
• Public Recognition
• Find the players with analysis methodology
• Recommend items and contents based on the motivation
85. References
• McGuinness M. 2015. Motivation for Creative People: How to Stay Creative While
Gaining Money
• Rigby, S. and Skinner, T. GDC 2014, The Importance of Player Autonomy:
Motivating Sustained Engagement through Volition and Choice
• Baron J. GDC 1999, Glory and Shame: Powerful Psychology in Multiplayer Online
Games
• Ryan, R.M. and Deci, E.L.2000. Intrinsic and Extrinsic Motivations: Classic
Definitions and New Directions, Contemporary Educational Psychology 25, 54–67
• Kwon, H., Suh, C. 2013, The Effect of the Shutdown System on Social Games,
Business Administration Research 6, 1-12
• Kim, M., Lee, B. 2013, Are There Too Many Superheroes? Analysis of the Social
Distance in Massive Multiplayer Online Role Playing Game,
https://ssrn.com/abstract=2330090
• Lee K, Kwon H, Lee B, Lee G, Lee JH, Park YR, et al. (2018) Effect of self-
monitoring on long-term patient engagement with mobile health applications. PLoS
ONE 13(7): e0201166. https:// doi.org/10.1371/journal.pone.0201166
Why finding motivation is important?
Because when you find factors that lead to high purchase probability, or high retention rates, you don’t know it is because the player originally has high probability of purchase or high probability of playing games longer
First of all, to find social interaction in Play Garden, we quantified "social interaction" as network effect.
In this case, because it is massive multiplayer online role playing game, we focused on finding players with social extrinsic motivation, who seek public recognition like high rankings.
So in video games, the social distance is the difference between the user's level and the average level of all users.
So we parametrize social distance
But social distance makes that effect weaker.
People with larger social distance, players with high level compared to average users, play longer.