Internationalization Strategy for Small Mobile

Game Developers

Presented by Ang Boon Chuan

Experiential Value of Asian Mobile Gamers

14 questions

11 questions

3 questions 3 questions

3 questions

3 questions

Study 1

Study 2H7: There are significant differences in the preferences of game genres between Asian female and male gamers.

(Apperley 2006; Korhonen and Koivisto 2006; Penttinen, Rossi and Tuunainen 2010)

Methodology101 questionnaire respondents filtered to 97 usable

Review Rating

Weighted sum average

Game Satisfaction

Reviewed Game Themes

Findings

Gameplay (14)

Interest (5) 0.855 0

Interactivity (5) 0.824 0

Pace (3) 0.634 0

Quality Satisfaction (11)

General (7) 0.788 -0.267

Functional (3) 0.776 0

Learnability (3) 0.808 -0.245

Efficiency (3) 0.754 -0.267

Error Rate (3) 0.825 -0.258

Memorability (3)

Memorability (2) 0.700 -0.246

Study 1

Factor Analysis Reliability Correlation

H1 to H6 NOT supported(Boermans and Kattenberg 2011; Dziuban and Shirkey 1974;

Hair, et al. 2006; Malhotra, Birks and Wills 2007)

Study 2

Differences Test

Wilcoxon-Mann-Whitney Test

Normality TestShapiro Wilk Test

H7 supported

(Royston 1982)

Implications

Too Easy / Difficult

In-game purchases

Too many clonesDeclining game life cycle

Future research on nonlinearity

(Pasch, et al. 2009; Paulssen and Sommerfeld 2006)

(Schaffer 2009)

(Zagal, Björk and Lewis 2013)

(Ratten 2013)

TechnologyAdaptive human interactivity difficulty

(Gilleade and Dix 2004; Verma and McOwan 2005)

(Akkerman, Admiraal and Huizenga 2009; Huizenga, et al. 2009; Nayak 2014)

Diversify Innovate Collaborate

Action themes Education Institutes

References• Akkerman, Sanne, Wilfried Admiraal, and Jantina Huizenga. "Storification in History education: A mobile game in and about

medieval Amsterdam." Computers & Education 52, no. 2 (2009): 449-459.

• Apperley, Thomas H. "Genre and game studies: Toward a critical approach to video game genres." Simulation & Gaming 37, no. 1 (March 2006): 6-23.

• Boermans, Martijn Adriaan, and Mark Kattenberg. Estimating reliability coefficients with heterogeneous item weightings using Stata: A factor based approach. Discussion Paper, Utrecht: Tjalling C. Koopmans Research Institute, 2011.

• Dziuban, Charles D., and Edwin C. Shirkey. "When is a correlation matrix appropriate for factor analysis? Some decision rules." Psychological Bulletin 81, no. 6 (June 1974): 358-361.

• Gilleade, Kiel M., and Alan Dix. "Using frustration in the Design of Adaptive Videogames." ACM SIGCHI International Conference on Advances in Computer Entertainment Technology. New York: ACM, 2004. 228-232.

• Hair, Joseph F., Rolph E. Anderson, William C. Black, and Ronald L. Tatham. Multivariate Data Analysis. Fourth. New Jersey: Prentice-Hall, 2006.

• Huizenga, Jantina, Wilfried Admiraal, Sanne Akkerman, and G. Ten Dam. "Mobile game based learning in secondary education: ‐engagement, motivation and learning in a mobile city game." Journal of Computer Assisted Learning 25, no. 4 (2009): 332-344.

• Korhonen, Hannu, and Elina M. I. Koivisto. "Playability heuristics for mobile games." 8th Conference on Human-Computer Interaction with Mobile Devices and Services. New York: ACM, 2006. 9-16.

• Malhotra, Naresh K., David F. Birks, and Peter Wills. Marketing Research: An Applied Approach. Harlow: Prentice Hall, 2007.

• Pasch, Marco, Nadia Bianchi-Berthouze, Betsy van Dijk, and Anton Nijholt. "Movement-based sports video games: Investigating motivation and gaming experience." Entertainment Computing 1, no. 2 (2009): 49-61.

• Paulssen, Marcel, and Angela Sommerfeld. "Modeling the nonlinear relationship between satisfaction and loyalty with structural equation models." In From Data and Information Analysis to Knowledge Engineering, by Marcel Paulssen and Angela Sommerfeld, 574-581. Berlin Heidelberg: Springer, 2006.

• Penttinen, Esko, Matti Rossi, and Virpi Kristiina Tuunainen. "Mobile Games: Analyzing the Needs and Values of the Consumers." Journal of Information Technology Theory and Application 11, no. 1 (March 2010): 5-22.

References• Ratten, Vanessa. "The Evolution of Mobile Social Networks through Technological Innovation." In Evolution of Innovation

Management: Trends in an International Context, by Alexander Brem and Eric Viardot, 132-150. New York: Palgrave Macmillan, 2013.

• Royston, J. P. "An extension of Shapiro and Wilk's W test for normality to large samples." Applied Statistics 31, no. 2 (1982): 115-124.

• Schaffer, Noah. Verifying an Integrated Model of Usability in Games. PhD Dissertation, New York: Rensselaer Polytechnic Institute, 2009.

• Verma, Milan A., and Peter W. McOwan. "An adaptive methodology for synthesising mobile phone games using genetic algorithms." The 2005 IEEE Congress on Evolutionary Computation. Edinburgh: IEEE, 2005. 864-871.

• Zagal, José P., Staffan Björk, and Chris Lewis. "Dark Patterns in the Design of Games." Foundations of Digital Games 2013. Crete: Gothenburg University, 2013. 1-8.