Gaming the Gamers

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Selective Coding

For a solitary escapist gamer, casual condition for paying a games are:

- Familiarity of the games or the characters involved in the games. Typically a person chooses if it involves a known character or a popular games, emotional attachement

- Not that tech oriented and awareness about games

These conditions coupled with mode of purchase, playing environment, Complexity of games, Time conscious and Price of games give phenomenon to make decision to choose a game and purchase it resulting in relaxation and entertainment.

Multiplayer Gamer

Key Motivations

- Word of mouth

- Friends influence

- Multi player

- Tech Savvy

- Price conscious

- Aspiration for latest games

- Likes Ownership

- Updated and Informed

- Expects games lasting long

- Follows the reviews and post and takes informed decision

- Open to all genres

- Willing to invest lot of time

- Maximum ROI

- Plays almost everyday

- Compares scores with friends

Open Coding

Statements

Categories

I will play whatever depending on my mood

Mood-driven, Willingness

PC allows you to customize more

Customization, accessibility

I like to see new games in development

Updated, variety-seeking, likability

I tell my friends about new games

Word of mouth, Influence friends

I like to see what’s coming out for the new consoles

Updated, variety-seeking

I never buy a game I haven’t played first

Familiarity

I love custom skins and maps

Customization

Reviews are important

Reviews

I Like how often they are updated and the human point of view. Just regular opinions

Informed, active engagement

My choices are based on what my friends have. If they have I will buy something different

Friends’ influence, informed

Multi player is the number one priority

Multi player

I have a library of games

Availability

If it is good I will buy eventually

Not an early adopter

I will buy in person unless there is discount online

Retail shopping ; Price conscious

I play whenever I have free time

Frequency of usage

I will play it until I beat it, I don’t buy anything else

Frequency of Usage

If I have paid for it I want to see everything Games are expensive

Maximum ROI

I will post it if I have something to say

Reviews, active engagement

I like having to show the boxes to my friends

Ownership

I like to next comment to mine. I don’t want to be the last user

Social status

I rent from friends a lot ; we share them

Sharing among Friends

Identified Categories

- Mood-driven

- Willingness

- Availability

- Retail shopping

- Word of mouth

- Customization

- Price conscious

- Tech savvy

- Tech-savy

- Variety seeking

- Informed

- Multiple players

- Familiarity

- Reviews

- Active engagement

- Frequency of usage

- Decision to choose

- Likability

- Decision to Purchase

- Fiends’ influence

- Social status

- Sharing among friends

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Axial Coding

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Selective Coding