The competitiveness of the video game market has increased the need for understanding players as individuals.
In research led by Joni Salminen, we generate player personas from survey data of 15,402 players’ 195,158 stated game preferences from 130,495 game titles using the methodology of automatic persona generation.
Our purpose is to demonstrate the potential of data-driven personas for segmenting players by their game preferences.
The resulting prototype personas provide potential value for game marketing purposes, e.g., targeting gamers with social media advertising, although they can also be used for understanding demographic variation among various game preference patterns.
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Salminen, J., Vahlo, J., Jung, S.G., Chowdhury. S., and Jansen, B. J. (2020) Designing Prototype Player Personas from Game Preference Surveys. ACM CHI Conference on Human Factors in Computing Systems (CHI’20) (Extended Abstract), Honolulu, HI, USA. 25–30 April, 1-8.