Extraction of Cognitive Psychological Features of Mobile Gamers and Improvement of Purchases Prediction Performance

Jihoon Jeon, Seongil Yang, KyungJoong Kim

http://doi.org/10.5626/JOK.2019.46.9.892

In-game purchases are one of the important factors that directly affect a company"s revenue. In total, 95% of gamers do not pay for in-game purchases, meaning that a small number of gamers are responsible for most of the revenue of the company behind their games. For this reason, game companies must maintain and augment these few purchasing gamers. In this paper, we extracted seven cognitive psychological features (competitive, challenge, loyal, social, activity, efficient, and sincerity) that can be used to estimate the cognitive psychology of a gamer by using log data of a mobile RPG game. We analyzed the gamers, classified by payment amount, based on seven cognitive psychological features. As a result, the cognitive psychological features and payment amount of the gamers could be correlated. In addition, using seven cognitive psychological features, we predicted the purchasing behavior of gamers with high accuracy. This implies that gamers can be analyzed based on their cognitive psychology and the gamer"s purchases can be predicted with comparatively high performance.