Short answer

To maximize player engagement and market reach, focus on intrinsic player motivations and implement strategic expansions in both promotional outreach and platform accessibility.

Field: Innovation & Markets
Source: Revista de Estudos Anglo-Portugueses/Journal of Anglo-Portuguese Studies (2019)
Method: Mixed-methods research combining literature review, netnography, surveys, and secondary data analysis.
Evidence: Moderate effect

Successful online video games like Fortnite and League of Legends thrive by catering to core player motivations of enjoyment, competition, friendship, and emotional engagement, with strategic market expansion through targeted promotions and cross-platform accessibility. This innovation & markets research insight is drawn from a 2019 study published in Revista de Estudos Anglo-Portugueses/Journal of Anglo-Portuguese Studies. Using Mixed-methods research combining literature review, netnography, surveys, and secondary data analysis., researchers explored how this design variable affects real-world outcomes. The key design takeaway: To maximize player engagement and market reach, focus on intrinsic player motivations and implement strategic expansions in both promotional outreach and platform accessibility.

Study

Innovation & MarketsHigh ImpactModerate effect

Player engagement in online video games driven by social connection and platform expansion

Revista de Estudos Anglo-Portugueses/Journal of Anglo-Portuguese Studies · 2019

Key Findings

01Core player motivations include enjoyment, competition, friendship, and emotion catalysis.
02Fortnite's success is partly attributed to extending promotional activities to older demographics.
03League of Legends' market expansion was aided by increasing game accessibility across new platforms.

Application

Design takeaway

To maximize player engagement and market reach, focus on intrinsic player motivations and implement strategic expansions in both promotional outreach and platform accessibility.

How to apply

When developing a new online game or updating an existing one, analyze which social and emotional needs it fulfills and explore opportunities to reach new audiences or platforms.

Project actions

01When researching player motivations, consider both intrinsic (fun, challenge) and extrinsic (social, achievement) factors.
02Analyze how different marketing strategies (e.g., influencer marketing, platform expansion) can target specific player segments.

Method & Evidence

AimTo identify the key factors motivating players in modern online video games and analyze how specific titles like Fortnite and League of Legends address these needs through their marketing and development strategies.

MethodMixed-methods research combining literature review, netnography, surveys, and secondary data analysis.

ProcedureThe study reviewed existing literature on video game marketing and player motivation. It then conducted netnographic research to observe player behavior online and administered surveys to gather player feedback. Finally, it analyzed industry data and company strategies for Fortnite and League of Legends.

ContextOnline video game industry

Variables

IV["Promotional activities","Platform accessibility","Game features (enjoyment, competition, friendship, emotion catalyst)"]

DV["Player engagement","Market penetration","Customer needs fulfillment"]

CV["Game genre","Target audience demographics","Competitive landscape"]

Strengths & Limitations

Strengths

+Combines multiple research methods for a comprehensive view.
+Focuses on specific, successful case studies (Fortnite, League of Legends).

Limitations

The findings are specific to the online video game industry and may not directly apply to other forms of digital entertainment or product design.

Reliability & validity

The use of multiple research methods (netnography, surveys, literature review) enhances the study's validity. Reliability could be improved by increasing the sample size for the survey and ensuring consistent observation protocols for netnography.

Think critically

How might the identified player motivations and marketing strategies differ across various game genres (e.g., RPGs vs. puzzle games) or cultural contexts?

Design Principles

"Design for social connection and emotional resonance, and strategically broaden market access."

Understanding the psychological and social drivers behind player engagement is crucial for designing and marketing digital products. This research highlights how evolving game features and marketing strategies can broaden a game's appeal and longevity within competitive markets.

What This Means for Your Design

Games that are fun, competitive, social, and emotionally engaging tend to do well. Games like Fortnite and League of Legends got more players by advertising to older people and making the game available on more devices.

How to use in your project

1.Use findings on player motivations to justify design choices that enhance enjoyment, competition, or social interaction.
2.Reference the marketing strategies of successful games to inform your own product promotion and market penetration plans.

Add to My Project

Quick Cite

Paragraph starter

This research indicates that player engagement in online video games is significantly influenced by factors such as enjoyment, competition, social connection, and emotional resonance. Successful titles like Fortnite and League of Legends have leveraged these motivations, with Fortnite extending its promotional reach to older demographics and League of Legends enhancing accessibility through new platforms, demonstrating effective strategies for market penetration and sustained player interest.

Source

Revista de Estudos Anglo-Portugueses/Journal of Anglo-Portuguese Studies

Marketing in Video Game Industry: how do modern online video games fulfill customers’ needs? Based on examples of Fortnite: Battle Royal and League of Legends

journal · 2019

View source

Questions About This Research

What does the research say about player engagement in online video games driven by social connection and platform expansion?: To maximize player engagement and market reach, focus on intrinsic player motivations and implement strategic expansions in both promotional outreach and platform accessibility. Evidence: Revista de Estudos Anglo-Portugueses/Journal of Anglo-Portuguese Studies (2019).
Why does "Player engagement in online video games driven by social connection and platform expansion" matter for design?: Understanding the psychological and social drivers behind player engagement is crucial for designing and marketing digital products. This research highlights how evolving game features and marketing strategies can broaden a game's appeal and longevity within competitive markets.
How can designers apply this research?: To maximize player engagement and market reach, focus on intrinsic player motivations and implement strategic expansions in both promotional outreach and platform accessibility.
What were the main findings?: Core player motivations include enjoyment, competition, friendship, and emotion catalysis.. Fortnite's success is partly attributed to extending promotional activities to older demographics.. League of Legends' market expansion was aided by increasing game accessibility across new platforms.
What research method was used?: Mixed-methods research combining literature review, netnography, surveys, and secondary data analysis..
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2019 journal from Revista de Estudos Anglo-Portugueses/Journal of Anglo-Portuguese Studies.
What should I do differently in my next project?: When developing a new online game or updating an existing one, analyze which social and emotional needs it fulfills and explore opportunities to reach new audiences or platforms.
What are the limitations?: The study's focus on two specific games may limit the generalizability of findings to the entire online video game market.