Customer research, customer-driven design, and business strategy in Massively Multiplayer Online Games
Name
173994031-MIT.pdf
Description
Full printable version
Size
3.33 MB
Format
Adobe PDF
Checksum (MD5)
2cf10c346023d34b19946158d73cfbe4
Author(s)
Andrivet, Sébastien
Advisor(s)
John R. Hauser.
Date Issued
2007
Publisher
Massachusetts Institute of Technology
Abstract
This thesis is a part of an exploration of how the relationships between the customers of Massively Multiplayer Online Games (MMOGs) shape customer experience, and can be used to diminish customer churn and improve customer life expectancy, two critical drivers for any subscription-based business model. MMOGs are a very complex product, with a massive level of interaction within the customer base - in fact those interactions constitute a significant part of the appeal. Thus, MMOGs combine aspects of particularly tough online community management, online customer service, and game design/content creation. To be successful, all of those elements need a fine understanding of the customer, their needs and their virtual 'life' and relationships within the game world. This thesis explores the usefulness of detailed, sophisticated interview to gain a fine understanding of customer needs and of the tools necessary to organize communication with, and among, customers. From this knowledge, it projects examples of strategic thrusts necessary to achieve or maintain leadership within this recent, but very powerful and lucrative, business model.
Description
Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2007.
Subjects
Sloan School of Management.
MIT Department
Sloan School of Management
Terms of Use
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