MOTIVATIONS FOR VIDEO GAME PLAY: A STUDY OF SOCIAL, CULTURAL AND PHYSIOLOGICAL FACTORS. Brent de Waal B.A., Simon Frascr University, 1990 THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS (COMMUNICATION) in the School of COMMUNICATION O Brent de Waal 1995 SIMON FRASER UNIVERSITY April 1995 All rights reserved. This work may not be reproduced in whole or in part, by photocopy or other means, without permission of the author. APPROVAL NAME: Brcnt dc Waal DEGREE: TITLE: Motivations for Vidco Game Play: A Study of Social, Cultural and Phy\iological Factors. EXAMINING COMMITTEE: CHAIR: Ral-sy TI-i~ax S~ephenKline of Senior Supqrv$or, Sdg\ool of Communication, SFU Martin ~abk Supervisor, School Co~~~nication,SFU Supesvi\os, School of Cornmunicyt,~on,I SFU / Dr. Maria Klawe Extesnal Examiner Vicc President. Student & Academic Scrvices, UBC Abstract The video game industry has spa~vnedan entire culture of plaqT.This industry has existed tor slightly more than twenty years, yet it commands attention across international boundaries as a potent economic and cultural force. Kids play video games for hours, discuss strategy on the playgrouncj, and incorporate video game characters into other forms of play. LJnfortunately, research into what motivates players to play these games has not kept pace with the rapid development of the video game form. Just as the ' crude graphics and sound of video games have been replaced by photo- realistic graphics and stereo sound, research techniques for media :such as the video game must also develop the sophistication necessary to critically examine this dynamic media. This thesis approaches the motivational aspects of video game play by undertaking the creation of a comprehensive model of video game play. The player's motivation to play is tied into a complex economic and cultural system which must be u~derstoodin order to understand the experience of video game play. As such, this thesis explores the history of the video game form by examining the history of the industry, video game design and the social concerns of parents and educators. This history provides the building blocks for the model of video game play and sets the context for interpreting the responses of players to video games. Once the context of the video game play environment is established, this thesis examines the physiological reaction to play as it relates to the playing and watching of violent and non-violent video games. A comprehensive observational methodology is employed which incorporates physiological monitoring, intervie\v, and questionnaire data to record several dimensions of video game player response. This thesis will demonstrate the relationships and influences of various cultural and industrial forces in determining the kinds of video games available for children. The study ivill also present results which suggest that player involvement and excitement vary greatly depending on whether or not the subject is playing or watching a video game and whether or not the game contains violent or non-violent themes. PARTIAL COPYRIGHT LICENSE I hereby grant to Simon Fraser University the right to lend my thesis, project or extended essay (the title of which is shown below) to users of the Simon Fraser University Library, and to make partial or single copies only for such users or in response to a request from the library of any other university, or other educational institution, on its own behalf or for one of its users. I further agree that permission for multiple copying of this work for scholarly purposes may be granted by me or the Dean of Graduate Studies. It is understood that copying or publication of this work for financial gain shall not be allowed without my written permission. Title of Thesis/Project/Extended Essay Motivations for Video Game Play: A Sti~clyof Social, Cultnral and Physiological Factors. Author: r (Signature) (name) Dedication For Jamie, with Love Acknowledgments Whenever I think I have accomplished something, its always a good idea to take a look around and see whose shoulders I stood on to get there. I would like to thank God, my beautiful wife Jamie, my parents John and Carol, and Ted and Claudette. Thcir inspiration and kind words made a big difference on a long trip. I ~vouldespecially likc to thank Steve Kline for alternately inspiring excitement and frustration in my work and for always challenging me to push a little further. Steve's insight and knowledge played a substantial role in the development of my work and ~vithouthim my study would not have been possible. I also extend my thanks to Jackie Botterill for her invaluablc help in undertaking the ICARUS portion of the study. I would like to thank her for her unselfish donation of time, her insightful assistance as a researcher and her unbridled enthusiasm. I would like to thank Dave Murphy and Rick McCormack for their valuable technical assistance in this undertaking. Many an afternoon was spent coaxing computers and other apparatus to achieve a desired result, and for their assistance and advice I thank them. I must also thank Paul DcGrace for his excellent contributions in the creation of finished charts out of my rough scribblings. The fine lines belong to him and any errors or omissions are entirely my responsibility. To all the other friends and colleagues who helped me along the way, with friendly discussions over coffee or in some other way I have neglected to note, I thank you as well. Table of Contents . Approval ....................................................................................................................................11 ... Abstract ...................................................................................................................................111 Dedication ..................................................................................................................................v Acknowledgments ............................................................................................................... vi List of Figures .........................................................................................................................xi Chapter I: Motivation for Video Game Play ................................................................ 1 1.1 Introduction ..........................................................................................................2 1.2 Thesis Overview ..................................................................................................6 1.2.1 Objectives ............................................................................................... 6 1.2.2 Methodology .........................................................................................7 1.2.3 Structure of the Thesis ..................................................................... 8 Chapter 11: The Model of Video Game Play ................................................................ 9 2.1 Growth and Change in the Industrial Context of Video Game Play ................................................................................................................... 10 2.2 The Early Context of the Video Game ..................................................... 12 2.3 The Model of Video Game Play ................................................................. 15 Chapter 111: The Parent and the Zombie: Social Aspects of Video Game Play ................................................................................................................... 22 3.1 Introduction ....................................................................................................... 23 3.2 Parental Concern .............................................................................................. 24 3.2.1 The Zombie: Escape and Fantasy ............................................... 28 3 . 2.2 Social Isolation and Alienation .................................................. 32 3.2.3 Violence ............................................................................................... 35 3.2.4 Addiction and Displacement ....................................................... 46 k3.2.5 Benefits and Learning .................................................................... 50 vii 3.3 Marketing to Parents of Video Game Players ..................................... 5 5 3.4 Conclusions .........................................................................................................61 Chapter IV: Game Creator: The Economics and Management of Video Game Play ................................................................................................................... 63 4.1 Introduction ....................................................................................................... 64 4.2 Technologies of Control in Video Game Hardware: The Security Strategy ......................................................................................... 66 4.3 Limited Options: The Evaluation Strategy ............................................ 70 4.4 Join the Club: Promotional Strategy and the Culture of Video Game Play ....................................................................................................... 82 4.5 The Future of Control: Implications of Emerging Distribution Channels on the Shape of Video Game Creation ............................ 87 4.6 Conclusions ......................................................................................................... 94 Chapter V: The