Abstract
Free games that are monetized by selling virtual items, such as cosmetic microtransactions for one’s avatar, seem to offer a better gaming experience to paying players. To experimentally explore this phenomenon, the effects of character customization with cosmetic microtransactions on objective and self-estimated player performance, subjective identification with the avatar, fun and the players’ perceived competence were examined in the game League of Legends. This study introduces a new laboratory-based, experimental task to objectively measure within-game player performance. Each participant performed this game-based task in two different conditions: With a character that was customized using a provided set of cosmetic microtransactions and with a default character. Results showed that customization increased subjective identification with the player character. However, objective performance measures were unaffected by this manipulation although the novel experimental approach provided reliable performance results. Additionally, identification was positively related to perceived competence, fun, and self-estimated performance. Implications for the design of cosmetic microtransactions and their influence on competitive gaming are discussed.
Highlights
IntroductionProfessional gaming and esports are attracting more and more attention
Besides playing videogames recreationally, professional gaming and esports are attracting more and more attention
This study examined how cosmetic customization of avatars affects the gaming experience and the performance in the game using a novel experimental approach
Summary
Professional gaming and esports are attracting more and more attention. In esports it is increasingly important for developers, esports professionals and researchers to study possible determinants of performance. Among the competitively played games are so called Multiplayer Online Battle Arena (MOBA) games (Xia et al, 2019) like League of Legends or DOTA2. These games can be downloaded and played for free (free-to-play) but are monetized with microtransaction models that are successful and widely applied in the gaming industry. It seems likely that cosmetics impact a player’s experience and – given the nature of human information
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
