World of Warcraft, Entropia Universe, Runescape, Final Fantasy . All names of online shooting or role playing games that popped up in the media over the past few weeks, after a study of health scientist Tony van Rooij showed that over twelve thousand Dutch teenagers are addicted to online games. Van Rooij is certainly not the first scientist who has conducted research in this area and very likely also not the last one. Online gaming is a popular topic and despite the fact that it is widely known that online gaming can have some dangerous side effects, the number of users of these games continues to increase. A large number of online games have succeeded to create an extremely high degree of customer loyalty. How did they achieve this level and what makes people continue to play online games?
There are several aspects that contribute to the level of addiction of a game. Many researchers provide evidence that, among other things, the quality of graphics and audio techniques used in online games could contribute to this. Yet, the reason for repeatedly playing certain online games is generally related to the quality of costumer experience. The key design aspects that a game should include to optimize the user experience are personal and social interaction. Personal interaction is for example the possibility to achieve goals and the presence of operators and feedback in the game. This challenges the player to achieve a increasingly higher level in the game and triggers them to keep on playing.
Social interaction applies especially to role-playing games, because in these games users often can talk to each other, form a team and discuss strategies. Some people even form new friendships through online games. Pleasant social interactions with other people connected to the internet is an important reason to continue playing a game. In addition, in role-playing games as well as in shooting games, players are often rewarded after completing a goal, e.g. with a new armor. Receiving many rewards is related to the level status of a player and also to its social status. Social interaction can be facilitated by providing users with appropriate communication places and tool, for example with a chat window or a quick messages system.
While there becomes more information available about the causes of addiction to online games, little is known about the way it can be prevented. Some people also believe that online gaming addiction is not even a real addiction, while the consequences can be very seriously. Teenagers with a severe form of addiction are often depressed and isolated from others. It is really important not to underestimate the seriousness of the problem. For parents and guardians it can be very difficult to deal with the addiction of their children, and although it is often not easy to solve, it can be helpful to set clear agreements and rules for internet use.
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