Strategies Improving User Loyalty in Terms of User Experience in Digital Games

Abstract

The digital game industry, one of the fastest-growing industries with changing and evolving technological developments, has surpassed many conventional industries. The time spent on digital game platforms is also increasing, thanks to the widespread use of devices such as smartphones, tablets, laptops, and so on. Americans spend an average of 15 min a day for gaming per the American Time Use Survey. This exceeds the amount of time Americans spend on walking, grocery shopping, or managing their finances (Knoema, Top 100 countries by game revenues, 2019). In this study, the increasing loyalty to Minecraft, which was launched in its alpha version in 2009, its beta version in 2011, and its current version in the later years, was analyzed for user experience from the perspective of players. The study aims to examine Minecraft, which can be played on many different computer-based platforms from smartphones to desktop computers by individuals, for user experience. 928 individuals participated in this study. In the selection of the individuals participating in the study, discord application was used. A survey was conducted by sending audio and text messages to individuals through the application. The Experience in Games Scale developed by Gámez (On the core elements of the experience of playing video games. University College London Computer Science, London, 2009) was utilized in the research. As a result of the study, various conclusions about the UX of the game of Minecraft have been reached.