Abstract
As an initial channel for users learning about a mobile game, the interactive experience of the navigation interface will directly affect the first impression of the users on the game and their subsequent behaviors and willingness to use. This study aims to investigate players’ visual attention mechanisms of various interactive levels of mobile games’ interfaces under free-browsing and task-oriented conditions. Eye-tracking glasses and a questionnaire were used to measure the interactive experience of mobile games. The results show that in the free-browsing condition, the fixation count, saccade count and average saccade amplitude can be used to reflect and predict the interactive experiences of mobile games’ navigation interface; while in the task-oriented condition, the fixation count, first fixation duration, dwell time ratio and saccade count can be used to reflect and predict the interactive experience of mobile games’ navigation interface. These findings suggest that apart from the different eye movement indicators, players’ motivations should also be considered during the process of the games’ navigation interface design.
Highlights
With the popularity of smart mobile devices in recent years, the number of mobile game audiences has increased rapidly, and the mobile game has become an indispensable entertainment form in people’s daily lives [1]
The relationship between subjective evaluation and eye movement data was analyzed by using partial least squares (PLS)
In the free browsing mode, the results showed that there was a significant difference in fixation count, saccade count, and average saccade amplitude between two levels of stimuli, but the differences in the first fixation duration and dwell time ratio were not significant
Summary
With the popularity of smart mobile devices in recent years, the number of mobile game audiences has increased rapidly, and the mobile game has become an indispensable entertainment form in people’s daily lives [1]. The mobile game is becoming lucrative, which attracts a great amount of investment towards the mobile game industry. Evidence from Appsee, a mobile user data analysis company, revealed that the average first-month player retention rate for mobile games was only 22%, and more than 50% of players gave up the game due to poor initial impressions [3]. The navigation interface serves as an initial channel and provides primary guidance information for players. This interface will directly affect the first impression of the players on the game and their subsequent behaviors and willingness to use [4,5,6]
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