Game Experience Research Articles

The Power of Play: Gamified Advertising with AR/VR/AI and its Impact on Consumer Engagement

The advertising landscape is undergoing a significant transformation. Traditional advertising methods struggle to capture and retain consumer attention in a world saturated with information. This paper explores the potential of gamified advertising with Augmented Reality (AR), Virtual Reality (VR), and Artificial Intelligence (AI) to create immersive and playful experiences that drive deeper brand engagement. By leveraging the psychology of play and personalization, gamified advertising can transform passive viewers into active participants. AR/VR technologies bridge the gap between the physical and digital worlds, while AI tailors the gamified experience for each individual. This paper examines the benefits of gamified advertising with AR/VR/AI for brands, including increased user engagement, positive brand associations, enhanced purchase decisions, and boosted sales. Real-world case studies are presented, along with tangible results and analysis to illustrate the effectiveness of these campaigns. Finally, the paper explores limitations and future considerations, such as ethical concerns regarding data privacy and the need for cost-effective AR/VR development. In conclusion, gamified advertising with AR/VR/AI presents a paradigm shift in how brands connect with consumers. By fostering a sense of play and personalization, brands can create memorable and engaging experiences that build brand loyalty and drive business growth. As these technologies evolve and ethical considerations are addressed, gamified advertising has the potential to redefine the future of brand storytelling and consumer interaction

Active Virtual Reality Games: Comparing Energy Expenditure, Game Experience, and Cybersickness to Traditional Gaming and Exercise in Youth Aged 8-12.

Objective: The purpose of this study was to (1) quantify the oxygen consumption (VO2) and heart rate (HR) of virtual reality (VR) exergaming in youth, (2) compare the physical activity intensity of VR gaming to moderate-intensity thresholds, and (3) quantify the game experience and cybersickness of VR gaming, compared with traditional gaming. Material and Methods: Youth (N = 28; age, 9.4 ± 1.2 years) completed 10-minute conditions: seated rest, seated videogame Katamari Forever (SVG-KF), treadmill walking (TW) (5.6 km/h, 0% grade), and VR exergames Beat Saber (BS) and Thrill of the Fight (TOF) while VO2 and HR were collected. Game experience and Child Simulator Sickness Questionnaires were collected after gameplay. Results: VO2 and HR for BS (9.1 ± 3.0 mL/kg/min and 119 ± 15 bpm), TW (17.1 ± 2.4 mL/kg/min and 135 ± 15 bpm), and TOF (16.9 ± 5.4 mL/kg/min and 145 ± 19 bpm) were significantly higher than that at rest (4.2 ± 1.5 mL/kg/min and 94 ± 12 bpm) and for SVG-KF (4.3 ± 1.3 mL/kg/min and 94 ± 12 bpm). BS was light-to-moderate, whereas TW and TOF were of moderate intensity based on HR and metabolic equivalents (METs). For game experience, SVG-KF (1.6 ± 1.6) was less challenging than BS (3.3 ± 1.0) and TOF (3.1 ± 1.1). BS was more visually satisfying (3.5 ± 0.7 vs 2.7 ± 0.9) and required more concentration than SVG-KF (3.6 ± 0.7 vs 3.1 ± 1.1). TOF (3.4 ± 0.8) was more fun than SVG-KF (2.8 ± 0.7). Two youths (7%) experienced cybersickness symptoms, but neither requested to stop play. Oculomotor symptoms (0.6 ± 0.9), although minimal, were significantly greater than nausea (0.2 ± 0.5) and disorientation (0.3 ± 0.6) in both games. Conclusions: VR exergames provided light- to moderate-intensity exercise, challenge, visual stimulation, attention, and fun with minimal cybersickness symptoms, compared with conventional gameplay in youth.

Application of Artificial Intelligence in the Design of 2D Escape From Pirates Game with A Star Algorithm Search Method

This research is designed to provide a challenging gaming experience by integrating strategy and problem-solving elements. The A* algorithm was chosen due to its efficient ability to find the shortest path in a complex search space. The implementation of this algorithm allows the main character to dynamically avoid obstacles and pirate threats and reach the destination in an optimal way. The test results show that the A* algorithm not only improves game performance but also provides a more realistic and challenging experience for the player. For testing this application, using obstacles and measured based on the value of nodes on the game map. Based on the test results, the A Star algorithm was successfully applied when comparing the computations in the game and manual calculations in the Escape from Pirates game in the test. Thus, this research contributes to the development of artificial intelligence-based games and opens opportunities for further innovation in interactive game design.

Measuring Embodiment: Movement Complexity and the Impact of Personal Characteristics.

A user's personal experiences and characteristics may impact the strength of an embodiment illusion and affect resulting behavioral changes in unknown ways. This paper presents a novel re-analysis of two fully-immersive embodiment user-studies (n = 189 and n = 99) using structural equation modeling, to test the effects of personal characteristics on subjective embodiment. Results demonstrate that individual characteristics (gender, participation in science, technology, engineering or math - Experiment 1, age, video gaming experience - Experiment 2) predicted differing self-reported experiences of embodiment Results also indicate that increased self-reported embodiment predicts environmental response, in this case faster and more accurate responses within the virtual environment. Importantly, head-tracking data is shown to be an effective objective measure for predicting embodiment, without requiring researchers to utilize additional equipment.

Augmented Reality and Virtual Reality Applications: Enhancing User Experience Across Industries

Augmented Reality (AR) and Virtual Reality (VR) technologies have emerged as powerful tools for enhancing user experiences across various industries. This article explores the applications of AR and VR and their impact on user experiences in diverse sectors. Employing a qualitative method, this study conducts a literature review through library research to examine the current trends and developments in AR and VR applications. The findings reveal that AR and VR technologies have been increasingly adopted across industries such as education, healthcare, entertainment, manufacturing, and retail, among others. In education, AR and VR offer immersive learning experiences, allowing students to interact with digital content in a simulated environment. In healthcare, these technologies enable medical professionals to visualize complex anatomical structures and perform virtual surgeries, leading to improved diagnostic accuracy and patient outcomes. In the entertainment industry, AR and VR provide users with immersive gaming and storytelling experiences. In manufacturing, AR and VR enhance product design, prototyping, and assembly processes, leading to increased efficiency and reduced costs. Lastly, in retail, AR and VR applications enable virtual product try-ons, personalized shopping experiences, and interactive product showcases, thereby enhancing customer engagement and satisfaction. Overall, AR and VR technologies offer promising opportunities to revolutionize user experiences across industries, although challenges such as hardware limitations, content creation, and user acceptance need to be addressed for wider adoption

Using Real-Time Ray Tracing in Game Action-Adventure ANGKARA "The Rise of Asura"

The pressing problems facing the games industry in Indonesia are first, the lack of developers who can meet the needs of the local market and the lack of adaptation of local content in games. Second, how to improve the optimization of the Ray Tracing process? To overcome these challenges, this research aims to design and build an action-adventure game model using Unreal Engine 5. By developing the Real-Time Ray Tracing (RTRT) feature. The game design will also utilize the latest technology such as Ray Tracing, and artificial intelligence to create an immersive and realistic gaming experience. The method used in this research is GDLC (Game Development Life Cycle). The results of research using black box testing with components, character responsiveness, basic attacks, interaction with the environment, defense, enemy behavior, and optimization of Ray Tracing state that it has been validated.

Predicting Online Gaming Behaviour Using Machine Learning Techniques

Understanding player behaviour in online gaming is essential for enhancing user engagement and retention. This study utilizes a dataset from Kaggle, capturing a wide range of player demographics and in-game metrics to predict player engagement levels categorized as 'High,' 'Medium,' or 'Low.' The dataset includes features such as age, gender, location, game genre, playtime, in-game purchases, game difficulty, session frequency, session duration, player level, and achievements. The research employs a Gaussian Naive Bayes model, with data pre-processing steps including feature selection, categorical data encoding, and scaling of numerical features. The dataset is split into training (80%) and testing (20%) sets, and a 5-fold cross-validation is used to ensure model robustness. The model's performance is evaluated using accuracy, precision, recall, and F1-score. The results show consistent performance across different folds, with an average accuracy of 84.27%, precision of 85.59%, recall of 84.27%, and F1-score of 83.98%. These findings indicate that the Gaussian Naive Bayes model can reliably predict player engagement levels, identifying significant predictors such as session frequency and in-game purchases. The study contributes to game analytics by providing a predictive model that can help game developers and marketers design more engaging gaming experiences. Future research should incorporate a broader range of features, including psychological and social factors, and explore other machine learning algorithms to enhance predictive accuracy. This study's insights are valuable for developing strategies to improve player retention and satisfaction in the gaming industry.

Utilizing Dry Electrode Electroencephalography and AI Robotics for Cognitive Stress Monitoring in Video Gaming

This research explores the integration of the Dry Sensor Interface-24 (DSI-24) EEG headset with a ChatGPT-enabled Furhat robot to monitor cognitive stress in video gaming environments. The DSI-24, a cutting-edge, wireless EEG device, is adept at rapidly capturing brainwave activity, making it particularly suitable for dynamic settings such as gaming. Our study leverages this technology to detect cognitive stress indicators in players by analyzing EEG data. The collected data are then interfaced with a ChatGPT-powered Furhat robot, which performs dual roles: guiding players through the data collection process and prompting breaks when elevated stress levels are detected. The core of our methodology is the real-time processing of EEG signals to determine players’ focus levels, using a mental focusing feature extracted from the EEG data. The work presented here discusses how technology, data analysis methods and their combined effects can improve player satisfaction and enhance gaming experiences. It also explores the obstacles and future possibilities of using EEG for monitoring video gaming environments.

Penerapan Finite State Machine dalam Perancangan Perilaku Musuh pada Game 2D Platformer bertema Sejarah

Understanding of history decreases with each generation, especially among the younger generation. This happens because the delivery media used is considered less attractive. Games are considered to be an interesting educational medium to increase understanding of history in Indonesia. This research takes the theme of the history of the Islamic Mataram Kingdom. To make an educational game that is interesting and not boring, there are several things you need to pay attention to, such as the behavior of Non-Playable Characters (NPC). Dynamic enemy NPC behavior can provide players with an interactive gaming experience, making the game feel more interesting and not boring. In this research, the game created is an Action Platformer type with a method approach using Finite State Machine (FSM) to shape behavior in NPCs. The parameters used as input are the enemy's health points and the distance between the enemy and the player. The test results in this research show that the enemy's behavior patterns change according to the conditions received by the enemy NPC. These results show that the behavior of enemy NPCs in the Islamic Mataram Kingdom game "Glory of Matawis" has dynamic and interactive behavior with variations in behavioral patterns that can change according to conditions.

Klasifikasi Perilaku Pemain Game Online Menggunakan Naïve Bayes Berbasis Particle Swarm Optimization

Much research has been conducted to understand player behavior as a result of the rapid growth of online gaming. In this research, we use the Naive Bayes method optimized using Particle Swarm Optimization (PSO) to analyze the behavior classification of online game players. The classification accuracy value of the baseline method is 75.09% and the Area Under the Curve (AUC) value is 0.798. We use PSO-based optimization on Naïve Bayes to improve model performance. The results showed that the combination of Naïve Bayes and PSO increased classification accuracy to 95.28% with an AUC value of 0.990. This is a major advance that shows that combining the PSO algorithm with Naive Bayes can enable better classification of online game player behavior. These findings will make a significant contribution to the process of making plans that can improve the gaming experience.

Advancing human pose estimation with transformer models: An experimental approach

This paper explores the integration of Transformer architectures into human pose estimation, a critical task in computer vision that involves detecting human figures and predicting their poses by identifying body joint positions. With applications ranging from enhancing interactive gaming experiences to advancing biomechanical analyses, human pose estimation demands high accuracy and flexibility, particularly in dynamic and partially occluded scenes. This study hypothesizes that Transformers, renowned for their ability to manage long-range dependencies and focus on relevant data parts through self-attention mechanisms, can significantly outperform existing deep learning methods such as Convolutional Neural Networks (CNNs) and Recurrent Neural Networks (RNNs). We introduce the PoseTransformer, a hybrid model that combines the precise feature extraction capabilities of CNNs with the global contextual awareness of Transformers, aiming to set new standards for accuracy and adaptability in pose estimation tasks. The model's effectiveness is demonstrated through rigorous testing on benchmark datasets, showing substantial improvements over traditional approaches, especially in complex scenarios.

Impact of 5GTechnology on Mobile Internet Usage in Japan

Purpose: To aim of the study was to analyze the impact of 5G technology on mobile internet usage in Japan. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The rollout of 5G technology in Japan has led to a 35% increase in mobile internet usage, with users enjoying faster speeds and improved online experiences. This enhancement supports high-bandwidth applications like video streaming and gaming, and benefits businesses by facilitating remote work and innovative services such as augmented reality (AR) and the Internet of Things (IoT). However, substantial infrastructure investments are needed to ensure widespread coverage and reliability. Unique Contribution to Theory, Practice and Policy: Diffusion of innovations theory, technology acceptance model (TAM) & network externalities theory may be used to anchor future studies on impact of 5G technology on mobile internet usage in Japan. Practically, businesses and mobile service providers in Japan can leverage 5G to develop and deploy innovative services such as augmented reality (AR) applications, real-time gaming experiences, and immersive virtual communication platforms. Policymakers can develop frameworks that facilitate fair competition among telecom operators while promoting investment in 5G infrastructure.

What makes a video game localisation tester? Exploring the effect of individual factors on error detection

Video game quality assurance (QA) is vital to ensuring a high-quality gaming experience across different languages and regions. Competent localisation testers are expected to have advanced language skills, exceptional attention to detail, and familiarity with the game they are testing. However, individual testing performance differs, prompting the question of what constitutes a proficient localisation tester. In this study, students (N = 43) from the degree in Translation and Interpreting from the University of Alicante and the Specialist degree in Translation for the Video Game Industry from the University of Vigo were asked to test a localised video game which contained deliberate errors introduced for the purpose of this study. Subsequently, they completed questionnaires regarding localisation-related attitudes, personality traits, and trait anxiety levels. The results of various bivariate correlation and multivariate linear regression analyses indicate that translation expertise, low emotional stability, and a preference for screen reading were significant predictors of higher error detection rates. Furthermore, other variables such as attitudes towards video games, punctiliousness, and reading speed correlated with error detection in video game localisation testing. These findings may contribute to the enhancement of tester selection and training processes, resulting in superior localisations and more satisfying player experiences across diverse languages and cultures.

Toward next generation mixed reality games: a research through design approach

Mixed reality (MR) games refer to games that integrate physical entities with digitally mediated contents. Currently, it entails game creators to integrate heterogeneous virtual and physical components, which is often time-consuming and labor-intensive, without the support of a coherent technology stack. The underlying technodiversity manifested by the research corpus suggests a complicated, multi-dimensional design space that goes beyond merely technical concerns. In this research, we adopted a research-through-design approach and proposed an MR game technology stack that facilitates flexible, low-code game development. As design grounding, we first surveyed 34 state-of-the-art studies, and results were synergized into three different spectra of technological affordances, respectively activity range, user interface and feedback control, to inform our next design process. We then went through an iterative prototyping phase and implemented an MR game development toolset. A co-design workshop was conducted, where we invited 15 participants to try the prototype tools and co-ideate the potential use scenarios for the proposed technology stack. First-hand user feedback was collected via questionnaires and semi-structured interviews. As a result, four conceptual game designs with three major design implications were generated, which conjointly reflect a broader understanding on MR gameful experience and contribute fresh insights to this emerging research domain.

Adaptation and psychometric investigation of the Gameful Experience Questionnaire (GAMEFULQUEST) in Brazilian Portuguese

Over the years, the use of questionnaires has become one of the most used methods for analyzing individuals’ experiences. Especially in the area of gameful environments (e.g., games, gamification, and simulators), the Gameful Experience Questionnaire, a self-report instrument to measure gameful experience, became one of the most popular. Despite the instrument’s popularity, there is no Brazilian Portuguese version, preventing studies from being carried out in Brazil (i.e., a country with more than 200 million inhabitants), where only 5.1% of the population have adequate English comprehension skills. To face this challenge, we conducted a cross-cultural adaptation of the Gameful Experience Questionnaire, providing a version of the questionnaire in the Brazilian Portuguese language. For this process, we conducted a mixed-methods (i.e., qualitative and quantitative) psychometric study (N = 384) organized in six steps (i.e., (i) translation, (ii) synthesis, (iii) experts evaluation, (iv) target audience evaluation, (v) adapted instrument application, and (vi) validation (i.e., confirmatory factor analysis)). The results indicate that the cross-cultural adaptation took place efficiently, where the resulting instrument maintained the psychometric properties of the original, measuring the construct of interest with similar effectiveness (i.e., χ2/df\\documentclass[12pt]{minimal} \\usepackage{amsmath} \\usepackage{wasysym} \\usepackage{amsfonts} \\usepackage{amssymb} \\usepackage{amsbsy} \\usepackage{mathrsfs} \\usepackage{upgreek} \\setlength{\\oddsidemargin}{-69pt} \\begin{document}$$\\chi ^2/df$$\\end{document} = 2.4, RMSEA = 0.061, CFI = 0.991, TLI = 0.989, GFI = 0.986 and SRMR = 0.061), enabling its application with Brazilian Portuguese speakers. With this study, we contribute to researchers and practitioners in the field of gameful environments by providing an instrument to measure gameful experience in the Brazilian Portuguese language.

Research on multi-path optimization problem based on particle swarm optimization algorithm

The problem of finding the optimal path within a certain range exists in various scenarios in our lives, such as the traveling salesman problem, robot automatic path selection problem, vehicle and pedestrian navigation, game path navigation, communication routing, logistics and transportation planning problems, etc. , through the optimization of path problems, we can help people improve resource utilization, improve work efficiency, reduce production costs, or complete the goal of a specific scenario, etc. Therefore, solving the path optimization problem is a very important task in our reality. In order to improve the game experience of the players in the game, this paper studies how to use the particle swarm optimization method to solve the optimal route of NPC.

“Coolness” and “joy” in games: factors influencing mobile game players' willingness to make in-game purchases

PurposeThis study aims to deeply explore the factors influencing mobile game players' willingness to make in-game purchases, providing references for game developers and marketers to formulate effective strategies.Design/methodology/approachThis research integrates the coolness factors and hedonic motivation system acceptance model to construct a comprehensive theoretical model analyzing mobile game players' willingness to make in-game purchases. The framework includes multidimensional variables such as joy, coolness, immersion, and game experience. Using data from 392 surveys collected from mobile game forums and social networks, the study employs structural equation modeling to analyze the factors and mechanisms influencing players' willingness to make in-game purchases and to verify the related research hypotheses.FindingsThe findings reveal that coolness factors have a significant positive impact on game experience and immersion, which in turn affect players' willingness to make in-game purchases. Game experience has a significant positive impact on both immersion and purchase willingness. A good game experience not only increases players' immersion but also directly enhances their willingness to make in-game purchases. Immersion plays a mediating role in the influence of coolness factors and joy on purchase willingness.Originality/valueBy integrating coolness theory with the hedonic motivation system acceptance model, this study constructs a comprehensive model to explore mobile game players' willingness to make in-game purchases. The combination of variables, including personal psychological and social psychological factors, provides a thorough analysis of the factors influencing mobile game purchase willingness, enriching existing research.

Forced to Choose Silence: Social Gaming with Disabilities

Background Socialization during gaming is an important aspect of gaming for people with and without disabilities. However, we know little about how gamers with disabilities play with others. Aim This study investigated the social gaming experiences of individuals with disabilities focusing on research questions 1) Who do people with disabilities play with?, and 2) How do people with disabilities communicate while gaming? Method We conducted a survey study which focused on experiences of gaming with disabilities. In total 92 responses were analyzed. Results The results suggest that gamers with disabilities play digital multiplayer games locally and online with friends, family, strangers, and people they know. The most used communication methods were speech, text, and built-in features. However, some were not communicating at all due to a lack of suitable communication methods. Furthermore, communication varied depending on if the gaming was happening online or locally, and depending on the gaming companions. Discussion The results align with previous research indicating that people with disabilities engage in gaming with friends, family, and strangers similar to any other gamer. However, there is a lack of studies on how people generally communicate in games, nonetheless, as speech and text communication methods are most commonly seen in games, we can assume that they are the most used communication methods for all gamers. Limitations and Future Research This study has limitations both related to the survey questions and the survey participants. We cannot be sure if all understood the questions in the same way, furthermore, most of the participants were experienced Finnish gamers with physical disabilities which could have skewed the results. Further research is necessary to address these limitations and broaden the scope of the study's findings. Conclusions Based on the results, we argue that games should provide multiple means of communication to make social gaming more accessible.

Sistem Pendukung Keputusan Pemilihan Laptop Gaming Menggunakan Metode AHP-Topsis

The process of choosing a gaming laptop involves considering a number of technical and performance factors in addition to budget factors. These factors include battery type, processor quality, graphics card quality, RAM capacity, and storage type. These are the main components that influence the gaming experience. In addition, ergonomics, design and sizing to suit individual preferences must be taken into account. This research aims to reduce the price factor borne by consumers so that it is not the only consideration in choosing a laptop using the AHP-TOPSIS method. The system development methods used are prototypes, modeling using UML and system development using PHP and MySQL. Based on the highest preference value, AHP-TOPSIS recommends that the HP Victus 16-R0017TX gaming laptop be selected as the best option. These suggestions can provide useful direction when choosing a gaming laptop that meets your needs in terms of speed and storage

The evaluation of an educational game to promote pre-service teachers’ self-regulated learning

The present study describes the evaluation of Regulatia, an immersive web-based educational game for pre-service teachers to promote self-regulated learning (SRL). Based on Zimmerman’s model of SRL, learners immerse themselves in the underwater kingdom Regulatia and must find a way back home. Regulatia fosters the use of SRL-specific strategies and combines game elements with learning content. In this paper, the goal is to evaluate the first functional prototype of the game, examining its usability as well as users’ game experience to create a basis for an effective game in the future. The findings based on a sample of N = 31 pre-service teachers from a Southwestern German university indicate great usability and a good feedback system, high perceived knowledge improvement, and pleasant visual aesthetics. Potential for optimization was revealed for the scope and the level progression of the game.