Continuance intention in Hyper Casual Games: A literature review

Ahmet Talha Duran () and Erkan Bil ()
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Ahmet Talha Duran: Canakkale Onsekiz Mart University / Turkiye
Erkan Bil: Canakkale Onsekiz Mart University / Turkiye

JOURNAL OF LIFE ECONOMICS, 2024, vol. 11, issue 4, 139-148

Abstract: Hyper Casual games are a type of mobile game that offers simple and intuitive gameplay mechanics, appealing to a broad audience. These games are typically designed to be played quickly and require a low learning curve. While this simplicity makes Hyper Casual games attractive, their sustainability and success are not solely dependent on user acquisition strategies. They also rely on the players' intention to continue playing the game regularly over the long term, referred to as continuance intention. Continuance intention expresses the desire of players to frequently and persistently engage with the game, and increasing this intention is crucial for player retention and game revenue. This study addresses continuance intention in Hyper Casual games, building on existing research in this area. It thoroughly analyzes strategies aimed at enhancing player engagement, long-term interaction, and continuance intention through an in-depth literature review. Additionally, based on research related to game design, user interaction, and player experience, the study provides practical recommendations for increasing player retention in Hyper Casual games. Findings from the in-depth literature review indicate that continuance intention in Hyper Casual games is influenced by perceived ease of use, flow, perceived playfulness, and satisfaction. The study specifically targets a more detailed examination through a literature review conducted in databases such as Google Scholar, PubMed, IEEE Xplore, ScienceDirect, and ACM Digital Library, covering research from 1989 to 2024.

Keywords: Hyper Casual Games; Satisfaction; Continuance Intention; Ease of Use; Flow (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:jle:journl:jlecon2509

DOI: 10.15637/jlecon.2509

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