To Mod or Not to Mod—An Empirical Study on Game Modding as Customer Value Co-Creation

Abstract

A spiking interest in customer’s value co-creation may be observed lately, especially in the gaming industry. The general purpose of this study is to identify the customers’ inclination to perform game modding as a manner of value co-creation which benefits both companies and other game users. The current knowledge regarding the factors determining this behaviour is, relatively speaking, weak. The authors conducted qualitative research in the forms of in-depth interviews and focus groups with Polish game players (including mod users and mod creators). This study provides evidence for the peculiar motives of the customers performing different levels of engagement: mod users are driven by game enjoyment, focusing on the motives and social affiliation of multiplayer groups, while mod creators are mainly motivated by the enjoyment of creation, pride, creativity, and epistemic curiosity; engagement and social affiliation are received by mod creators with unique talents. The paper provides tentative evidence for specific customers’ motivations to co-create, which benefits both companies (game developers) and other game users. The players are perceived as an inseparable part of the gaming industry, who deliver extra value to the market through game modding activities. The paper provides useful, executable guidance on how to encourage and support players to engage in value co-creation in virtual words. The study may enrich our understanding of customers’ inclinations on both theoretical and empirical levels, showing some of the motivations both to use and create mods. In comparison to previous research, mod creators and mod users were researched separately in this study, and thus a distinction of their different sets of motives was enabled. Both practitioners and researchers may find what is uncovered in the paper engrossing.

Consumer engagement in value co-creation within virtual video game communities

“…Users are seeking personal accomplishments in online gaming communities in order to enhance their chances of gaining recognition, social status and possibly greater roles (e.g,. community moderators) (Bilińska-Reformat et al, 2020;Dewalska-Opitek & Hofman-Kohlmeyer, 2021). Our findings support other studies indicating that personal incentives, such as achieving a sense of self-efficacy and self-esteem as well as enhancing reputation, provide strong opportunities for consumer engagement (Chen, Liu et al, 2019;Nambisan & Baron, 2009;Qin, 2020;Whiting & Williams, 2013).…”

“…With the expansion of the gaming industry, online communities became an essential factor reinforcing value co-creation mechanisms (Bilińska-Reformat et al, 2020;Thorhauge & Nielsen, 2021). A key example could be found in the success of "sandbox" games, where users are able to create their own projects within an open world (exp.…”

“…Other similar practices surfaced to embrace the high expectations of gamers through mod communitiessupported by distribution platforms such as Steam and Epic games - (Lee et al, 2020;Thorhauge & Nielsen, 2021). The latter allow users to create new mods into their favorite games, thus, encouraging their voluntary will to participate in collaborative innovation (Bilińska-Reformat et al, 2020).…”

Motives for Playing Video Games in the Context of Time. Results of Empirical Research

“…Some studies have found that certain motives (e.g. achievement and escapism) are factors correlated with gaming time to a greater extent than other motives among western MMORPG players (Billieux et al 2011;Dauriat et al 2011;Yee 2006a). One may also observe the phenomenon of prosumption, based on the participation of players in game improvements -there is tentative evidence for customers' motivations to co-create games, which benefits both companies (game developers) and other game users (Bilińska-Reformat, Dewalska-Opitek & Hofman-Kohlmeyer 2020).…”

Construindo Jogos Educacionais Através de Linha de Produto

“…Embora os jogos tenham o potencial de melhorar as práticas educacionais, o desenvolvimento de tais jogos é muitas vezes uma tarefa demorada e complicada, necessitando do envolvimento de numerosos especialistas e custando uma quantidade significativa de tempo e dinheiro [Bilińska-Reformat et al 2020]. Como resultado da natureza demorada e financeiramente custosa deste procedimento, os desenvolvedores de jogos educativos frequentemente priorizam a adaptac ¸ão de jogos pré-existentes ao invés do desenvolvimento de novos jogos [Abbott 2019].…”