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From Casual to Core: A Statistical Mechanism for Studying Gamer Dedication Conclusions Ultimately,
the prosperity of the industry depends on our ability to meet the desires
of as many of our customers as possible. In the future, customers might
voice their likes and dislikes, and games can be tailored according to
their wishes. In an increasingly heterogeneous marketplace, customisation
may be a key to customer satisfaction. Mass-customisation is not a viable
option for the industry, but in a diversifying market, we should not rely
on a one-size fits-all mentality. While licences, sequels, and the me-too
approach may attract the "ultra casual", "casual",
and possibly even "transitional/moderate" gamers, the emphasis
on producing truly captivating content to satisfy the "hardcore"
and "ultra hardcore" must remain. And, bearing in mind that
there is no evidence to suggest that the degree of customer importance
is proportional to the number of gamers in each of the respective categories,
great care needs to be placed on deciding what games are developed, and
if they are aimed at the right categories of customer. With development
costs rising, we can ill afford to disappoint customers through a poor
understanding of the market, and given the amount of talent and resources
in the industry, there is absolutely no reason why this should be the
case. Kim, Scott (2001), "Designing Web Games that Make Business Sense", Game Developers' Conference 2001 Proceedings, San Francisco: Game Developers' Conference, 423-31. Fisher, R. and Price, L. (1992), "An Investigation into the Social Context of Early Adoption Behaviour", Journal of Consumer Research, 19, (3), 477-86.
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