Customer retention in the first-person shooter industry : insights from the Maltese market

Abstract

Purpose: The purpose of this study is to identify the key factors that influence the decision of gamers to keep playing one first-person shooter instead of another, so as to be able to recommend ways to increase customer retention in the first-person shooter industry. Methodology: Exploratory research was conducted in the form of three focus groups, whose participants were recruited through snowball sampling. Topics of discussion for the focus groups were devised through the literature review. Findings: It was found that gamers expect a first-person shooter to be immersive, and that they want to share their gaming experience with friends. Moreover, gamers' perception of downloadable content can be enhanced, and customer service was found to be a very important tool for customer retention. Research limitations/implications: Since it is exploratory research, this study creates a foundation for further research on this subject. The recommendations listed at the end of the study are only tentative solutions, which should be delved into further before adopting one of them. Practical implications: Companies producing first-person shooter games may find the recommendations of this study useful in increasing their customer retention rates. Originality/value: This study is one of the very few studies which focuses on customer retention in the first-person shooter industry. It also gives an insight into the Maltese market, which has not been analysed thus far.