Typologie zákazníků free-to-play her

Abstract

The main objective of the diploma thesis is to establish customer typology of free-to-play games, based on survey data from two EU countries (Czech Republic and Belgium). Free-to-play revenue model is growing in popularity with game developers. The basic game is provided free of charge, but players are encouraged to purchase premium content that generates revenue. In the theoretical part of the thesis is described PC games market. It was necessary to define basic concepts, types of games and types of sold virtual items. The third chapter contains the theoretical concepts for consumer behaviour in this market as a definition of previous player typologies and their motivation to play. The application part describes the individual stages of th0e research and the subsequent analysis of the results. Based on the feedback received from 1 107 users, the typology is established. The typology includes five groups (Social aesthete, Economic aesthete, Satisfaction seekers, Solitaire and Achiever). The difference between groups is in the probability of buying premium content.