Through the azerothian looking glass: mapping in-game preferences to real world demographics

  • Authors:

  • Nick Yee;Nicolas Ducheneaut;Han-Tai Shiao;Les Nelson

  • Affiliations:

  • Palo Alto Research Center, Palo Alto, California, United States;Palo Alto Research Center, Palo Alto, California, United States;University of Minnesota, Minneapolis, Minnesota, United States;Palo Alto Research Center, Palo Alto, California, United States

  • Venue:
  • Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
  • Year:
  • 2012

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Abstract

Examining how in-game behavior preferences map onto real world demographics provides important empirically-derived insights into how to match game-based mechanisms to target demographic segments. Using behavioral and demographic data from 1,037 World of Warcraft players, we use multiple regressions to provide this mapping. Given current interest in "gamifying" applications, we believe these findings are relevant for both gaming and non-gaming research.