Abstract
Online fan communities are an important element in the market success of a videogame, and game developers have begun to recognize the importance of fostering online communities associated with their games. In this paper we report on a study that investigated the techniques used by game developers to maintain and promote online communities within and around their games. We found that game developers consider online communities to be important to the success of both single-player and online multiplayer games, and that they actively support and nourish these communities. Online community building techniques identified in the study are categorized and discussed. The results represent a snapshot of current developer thinking and practice with regards to game-based online communities. The study augments existing research concerning the relationship between design features, online community and customer loyalty in new media, Internet and game-related industries.
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