Examining Consumer Motivations for Play-to-Earn Gaming: Application of Analytic Hierarchy Process Analysis

Minseok Lee and Chanmin Park ()
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Minseok Lee: Department of Sport Industry Studies, Yonsei University, Seoul 03722, Republic of Korea
Chanmin Park: Department of Kinesiology, College of Arts & Sports, Inha University, Incheon 22212, Republic of Korea

Sustainability, 2023, vol. 15, issue 18, 1-12

Abstract: This study aims to explore the participation preferences of players in Play-to-Earn (PTE) games, a topic of growing relevance as PTE games gain increasing attention. These games offer players the unique opportunity to earn real-world rewards through virtual gameplay activities. By examining the factors that drive players’ decision-making in PTE games, we deepen our understanding of the intersection between virtual economies and real-world financial needs. The insights from this study can provide game developers and policymakers with valuable information to design and implement effective strategies that support individuals seeking alternative income sources and new economic models in the face of unprecedented challenges. To determine the prioritization of motivating factors among PTE game players, we utilized the Analytic Hierarchy Process (AHP) analysis as part of a three-stage process: a literature review (Stage 1), expert evaluation (Stage 2), and AHP analysis (Stage 3). The study derived 12 critical factors in PTE gameplay from literature review, divided into three primary elements, each with four sub-factors. These primary factors include Gaming Experience (comprising Fun factor, Game Quality, Game Genre, and Challenge), Financial Outcomes (consisting of Tokenomics, ROI, Game Company Reliability, and Coin Price), and PTE Game Awareness (including Management, Game Entry Timing, Game Platform, and Community). This study uncovers the three primary factors that encourage participation in PTE games, with Gaming Experience emerging as the most critical, followed by Financial Outcomes and PTE Game Awareness. This finding underlines the need for game developers to prioritize the gaming experience to ensure the development and sustainability of PTE games.

Keywords: play-to-earn; esports; gaming; consumer motivation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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