Literature Review on Online Gaming

Literature Review on Online GamingThe purpose of this study is to map out and see the kind between MMORPG support role croper psychealities and means base on tackleer display case theory and granulose players thought preferences in sanctify to improver deals, opportunity to improve in coarse-grained drivement and apply sentiment preference to cranny personalize in-game product or promotion by using framework of Player type theory and unit of peakment genius persuasion preference bewilder relationship. This chapter provides a review of over all(prenominal) supposition and theory among different look fores from different authors which atomic number 18 discussed with different topics as ascertainOnline gameMMORPG gamePlayer type theory hale hotshot thinking preference nonpluslegal brief history of PC/online games play important roles.Computer games influence is growing continuingly as research shows that the advance of children acting games unfold to be y ounger and internet usage among children becomes much popular. Moreover, the internet nark has become widespread since 1990s, which dazeed peoples working, socializing and behaviors (Dindar Akbulut, 2014). The Internet become an important media role in cultivation age in particular for children and youth who atomic number 18 a group that influences by internet use (Makesrithongkum, 2009). The internet in addition has a great match on marketing concepts especially in the game sectors in wrong of alerting relationship marketing activities with customers (Maklan Klaus, 2011).Online games become interactive because they throw overboard game players around the initiation to interact with distributively different in i single platform. Eventually, online games began to becoming the important factor of our social culture (Nuangjumnonga Mitomo, 2012) and (Williams et al., 2008). Online games excessively bring people to expressher to form society which players interact wit h for all(prenominal) one early(a) in practical(prenominal) area that are al government agencys on. These worlds, called massively multiplayer online games or MMOs (Steinkuehler Williams, 2006).As the computers and online games market grew rapidly many people especially teenager spend great amounts of time playing online games (Boyle, Connolly, Hainey, 2011 Gonzlez-Gonzlez, Toledo-Delgado, Collazos-Ordoez, Gonzlez-Snchez, 2014). Challenges for marketing manufacturing in measurement of online game players interaction with a game become critical since it is an important key for ships company sustainability (Tony, Richard, Paul, 2009). Moreover, in that location is a hardly a(prenominal) bopledge near how customer fucks on online game that would be from their inlet which might be interpreted into customer value perception (Iyanna, Bosangit, Mohd-Any, 2012).Brief history of Massively Multiplayer Online Role-Playing Games (MMORPGs) play important roles.The history of MM ORPG was born in 1970s and was started as a Multi User livelihoods (MUDs) on the Advanced seek Projects Agency Network (ARPANET) back in the mid-1970s and currently this industry is continue to grow rapidly (Daniel Daniel, 2012, chap. 41 Hou et al., 2011 Lo Wen, 2010 Rezaei Ghodsi, 2014). MMORPGs are form of MUD games that offer a persistent 3D virtual world to support thousands of players to playing together on the Internet or PCs (Lo Wen, 2010). In an MMORPG, the world exists to begin with the user logs on, and continues to exist when the user logs off (Yee, 2006).In the year of 2003, Ragnarok Online, on of MMORPG licensed from Gravity wad, South Korea. It was localized into Thai language to military service Thai gamers. This game was an immense success, with the highest peak Concurrent Users of over 110,600 (ASIASOFT mass PUBLIC COMPANY LIMITED, 2013).Massively multiplayer online role-playing games (MMORPGs) provide game players many game-play options. It allow players to connect and interact with opposite players in open-world virtual landscapes filled with a variety of possible activities. It able players to be able to create and comptroller their own avatars to play with others either as allies or competitors in 3D graphical video environments (Steinkuehler Williams, 2006). These games attract lots amount of players of all ages, nationalities, and occupations, and average playing time for these games is normally in excess of 20 h per week (Griffiths, Davies, Chappell, 2004 Williams et al., 2008 Yee, 2006a). The popularity of massively multiplayer online role-playing games (MMORPGs) makes it very important to investigate how they impact on gamers lives (Zhong, 2011). Further more, it is even more important to understand how to design a successful MMORPG that give notice satisfy the target game players (Ang, Zaphiris, Mahmood, 2007 Lo Wen, 2010 Zhong, 2011) and retain them (Hou, Chern, Chen, Chen, 2011).In terms of game business, one of t he leading game company in Thailand with the offering of 17 MMORPGs game (only count the ones offer in Thailand), Asiasoft Corporation Public Company Limited (the Company or AS) has founder their revenue by offering (1) Air Time sale in which players hold up to pay base on their hours of playing MMORPG games (2) Item sale in which players able to play MMORPG games free of charge but company will plow in-game items such as equipment, accessories or whatever other items that make that player become better in somehow than other player who does not purchase in-game items. In-game items sometime come with marketing foment by offering on sales price in order to attract player to purchase them. Currently, revenue model of online game has metamorphose from Air Time sale to Item sale. The reason behind is that there are more chance for game player to be attracted because they stub play MMORPG game for free which withal increase the chance to sell in-game items later on (ASIASOFT CORP ORATION PUBLIC COMPANY LIMITED, 2013).MMORPGs brought a portentous role in online game player interactions within game industries. MMORPG users experience more complicate looseness behavior compared to other virtual games players so this issue leads to further research in the MMORPGs industry (Stetina, Kothgassner, Lehenbauer, and Kryspin-Exner (2011) Rezaei Ghodsi, 2014). In software program industry, software developer which provide consumers with personalized product based on mortal preference have been shown to be better choices (Murray Hubl, 2009).There are multidimensional influences of pauperismal factors those were relatively neglected in previous link studies including research of (Nuangjumnonga Mitomo, 2012) which has done the research that seek for the correlation that exists between typeface roles in games and leaders in everyday life. The research is about roles in the game and leaders styles are linked and how they influence to each one other using (Multipla yer online battle arena) MOBA game genre and three styles of leadership which develop from IBMs research project. The researchers also conduct a survey regarding gameplay behaviors and leadership behaviors distributed in Thailand to identify the game roles which taken by the game players and also to identify their leadership styles. The result shows correlations between relationship of game and leadership style.Some of research mention about gaming environment have tremendous impact and players are motivated to engage them (Ryan, Rigby, Przybylski, 2006). There are theories of motivations that have been applied to game and motivate player. Yee (2007) has presented studies rivet on (Massively Multiplayer Online) MMO games that con cheekr with players interact in virtual environment (in game) through online game character. In his research, he identified different factor analysis including overarching, non-exclusive, motives. These factors were derived from Bartles type theory.Anoth er theory has been address which is called Self-determination. In its early development, researcher commission on motivation based on the inherent satisfactions derived from action (Ryan Deci, 2000a). innovation on Self-determination theory, intrinsic motivation is the core type of motivation underlying play and sport (Frederick Ryan, 1993, 1995 Ryan, Rigby, Przybylski, 2006), and it is a type of motivation related to to computer game participation in which people typically play these games because they are intrinsically satisfying (Malone Lepper, 1987 Ryan, Rigby, Przybylski, 2006) or, as Bartle (2004) state that players are quest fun.Player type theoryOne of the major revive about MMORPGs study is to identify the motivations of game players to engage in gaming environments. Bartles (1996) player taxonomy was among the first studies to signalize player motivations in virtual worlds. Bartles (1996) player type theory was stated that there are cardinal main reasons why pe ople continue playing Multi-User Dungeon (MUDs ancestors of MMORPGs) which are to compass in the game, imposition others, explore through the game, and socialise with other players. This theory first start off with taxonomy of game players of MUDs or Multi-User Dungeon which is the multiplayer online game that allow many players to join at the resembling time. According to Bartles player type theory, there are four things that people typically enjoyed personally about MUDs wereAchievement within the game context Players set goals or mission by themselves and try to achieve them. In MMORPG game, they would be the ones that try to gain tear down and gaining level as their main goal. They will explore only to seek for new items or treasure. Socializing is needed when they wants to know about how to improving their points in the game and gain knowledge to apply to be better player in the game. They will be killing others only to eliminate rivals or get rid of people who get in the way or gaining some point which awarded from killing other players. Achievers are focusing on superior the game. They analyze which way they would accomplish the game and achieve them base on their action. They focus on acting (role play in the game, mission and goal) and world (game environment that makes them accomplish something in the game). geographic expedition of the game Players try to know as much as possible about the virtual world in terms of mapping. They usually go in the wild and out-of the way places. They seek for pursualing places and features in the game. Scoring point is only needful when it allows player to be able to access to other new places. They focus on interacting with the world. They are proud from knowing about the game more than other players.Socializing with others Players use the role-playing game to interact with other players. They interest in people over than context of the game itself. Scoring point is only necessary when it allows player to be able to gain access to some communication which available only for the one who meet the target. Exploration is only necessary for players when they only want to know what others are talking about. Killing is only for revenge upon someone who has cause pain to a friend.Imposition upon others Players use tools provided by the game to offend other players. They usually find weapons and apply it to another player in the game. Knowledge about the game does not needed but only need when it can apply to the person. They are proud of their reputation and fighting skills.Figure 5 Player type theory graphWhole straits thinking modelIn the past, there are numbers of researches that have assay to identify thinking style of people. There are some theories and research which able to identify different thinking style which will be apply in this research. Whole mind thinking preference model was develop in the year of 1996. This instrument is based on printing that parts of the outlook (le ft and mightily hemisphere, cerebral and limbic caput) form a grid that divide into quadrants resulting in different brain dominance of each person (Orcik, Vrgovic, Tekic, 2013).Triune heading theoryTriune disposition theory was invented by Paul McLean in 1968. The theory itself separate human brain into three layers which works differently for each part (McLean, 1990). It consists of the reptilian brain (core brain), the limbic schema (mid layer), and the cerebral system (outer layer) (McLean, 1990) which is described as followsThe reptilian brain functional to controls every basic function of our living. It maintains patterns and habits of human luggage compartment and controls primitive behavior, sensation, and survival. Environment does minimal effects to this part of brain.The Limbic system is con aspectred to be primary centers of emotion thinking, form and sequence which play a key role in memory transformation and retrieval (Andrew, 2001). McLean acknowledges that th e senses we get hold about the rationality of our thoughts has its roots in this system of emotional scholarship (McLean, 1990).The Cerebral system (Neocortex) is a part that does all planning, analysis, synthesis, reasoning thinking, bother solving and decision-making which consider to be the intimately complex part. It provide analytical and formal operational thinking possible and allows us to plan for the future. It is unplowed all gained knowledge and allows us to reuse that knowledge in the future. left(a) Brain/Right Brain theoryTheory of Left Brain/Right Brain was discovered in 1970 by Roger Sperry. The experiments revealed that the left and compensate hemispheres of the brain were actually functioning independently from each other. Right side of the brain function as recognizing faces, expressing emotions, musical ability, intuition, creativity, humor and metaphor. However, left side of the brain is able to function as analytical, language, logic, critical thinking, n umbers, time sequencing and reasoning.Whole Brain thinking preference modelWhole Brain opinion is the ability for individuals to act outside of their own preferred Thinking preference (Brian, 2011). Each individual has their own dominance thinking preference therefore, tools to measure is needed. Ned Herrmann cluster human brain into four different parts by combining between the theory of Triune Brain (McLean, 1990) and Left Brain and Right Brain theory (Roger, 1985 Springer and Deutch, 1985). Ned Hermann developed the Whole brain model that can be measured each person and categorize them into one of the four quadrants by using Herrmann Brain Dominance pawn as a tool. The result shows degree of dominance of a person in four thinking structures of human brain.The Whole Brain model divided human brain into a grid that contains four commensurate quadrants, and labeled by using first four letters of first principle to indicate A as an upper left quadrant, B as a dishonor left quadr ant, C as a lower right quadrant, and D as an upper right quadrant. The letters A and D dally the cerebral system, and the letters B and C represent the limbic system (Herrmann, 1996 Brian, 2011) as shown in the figure below and describe later on.Figure 6 Whole Brain Modelquarter-circle A refers to Analyzer who deals with logical, analytical, fact based, and quantitative. Analyzer races to think logically, analyze facts and cognitive process numbers. Persons who rely in this quadrant will perform logic thinking to do problem solving and have realistic thinking (Rittippant, Ruyaporn, Hongpaisanvivat, Limrahaphan, Kasemweerakul, 2013).quarter-circle B refers to Organizer who deals with organization, sequential thinking, planning and detail. Organizer tends to make everything goes swimmingly and perfectly based on their plans. Persons who rely in this quadrant also like to get things done on time. They are detail lie and does not use emotion to make a decision and tend to avoid ri sks and do everything conservatively (Rittippant, Ruyaporn, Hongpaisanvivat, Limrahaphan, Kasemweerakul, 2013).Quadrant C refers to Personalizer who deals with kinesthetic, emotional, emotional states based and interpersonal skills. Personalizer tends to be people-oriented and tender. Persons who rely in this quadrant always care others feeling and looks to other peoples values. They will be a friendly, trust and empathetic person (Rittippant, Ruyaporn, Hongpaisanvivat, Limrahaphan, Kasemweerakul, 2013).Quadrant D refers to Visualizer who deals with intuitive thinking, integration, synthesizing, and a holistic approach. Visualizer tends to be able to see the big portray and try to solve problem based on their instinct. Persons who rely in this quadrant are visionary and imaginative. They like changing, challenging and risk fetching dislikes any forms of rules and regulations (Rittippant, Ruyaporn, Hongpaisanvivat, Limrahaphan, Kasemweerakul, 2013).Each of human being has diffe rent brain dominance. Moreover, most people tend to have at least one dominant or preferred quadrant based on whole brain model. There are no better or worse among each of dominance quadrants. Eventually, each of the dominance quadrants will express Thinking election in that person. These will lead to different game playing style in MMROPG genre.Herrmann Brain Dominance tool (HBDI)Herrmann Brain Dominance Instrument (HBDI) is a tool to measuring the degree of preference between each of the four individual thinking structures (quadrants) and each of the four-paired structures (modes). HBDI is the only assessment based on the metaphor of how our brain actually works. It is only used to go through thinking styles and preference rather than the psychology of personality or behavior. The Whole Brain model divided human brain into four check quadrants, and labeled by using first four letters of alphabet including A as an upper left quadrant, B as a lower left quadrant, C as a lower right quadrant, and D as an upper right quadrant. The letters A and D represent the cerebral system, and the letters B and C represent the limbic system (Herrmann, 1995 Brian, 2011). 2014 Tanarat Hongpaisanvivat All Rights Reserved