Browsing by Author "Zendle, David"

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    Cross-cultural patterns in mobile playtime: an analysis of 118 billion hours of human data
    (Springer Nature, 2023-01-07) Zendle, David; Flick, Catherine; Halgarth, Darel; Ballou, Nick; Demediuk, Simon; Drachen, Anders
    Despite the prevalence of gaming as a human activity, the literature on playtime is uninformed by large-scale, high-quality data. This has led to an evidence-base in which the existence of specific cultural gaming cultures (e.g. exceptional levels of gaming in East Asian nations) are not well-supported by evidence. Here we address this evidence gap by conducting the world’s first large-scale investigation of cross-cultural differences in mobile gaming via telemetry analysis. Our data cover 118 billion hours of playtime occurring in 214 countries and regions between October 2020 and October 2021. A cluster analysis establishes a data-driven set of cross-cultural groupings that describe differences in how the world plays mobile games. Despite contemporary arguments regarding Asian exceptionalism in terms of playtime, analysis shows that many East Asian countries (e.g., China) were not highly differentiated from most high-GDP Northern European nations across several measures of play. Instead, a range of previously unstudied and highly differentiated cross-cultural clusters emerged from the data and are presented here, showcasing the diversity of global gaming.
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    The Many Faces of Monetisation: Understanding the Diversity and Extremity of Player Spending in Mobile Games via Massive-scale Transactional Analysis
    (ACM, 2023-03-12) Zendle, David; Flick, Catherine; Deterding, Sebastian; Cutting, Joe; Gordon-Petrovskaya, Elena; Drachen, Anders
    With the rise of microtransactions, particularly in the mobile games industry, there has been ongoing concern that games reliant on these obtain substantial revenue from a small proportion of heavily involved individuals, to an extent that may be financially burdensome to these individuals. Yet despite substantive grey literature and speculation on this topic, there is little robust data available. We explore the revenue distribution in microtransaction-based mobile games using a transactional dataset of $4.7B in in-game spending drawn from 69,144,363 players of 2,873 mobile games over the course of 624 days. We find diverse revenue distributions in mobile games, ranging from a “uniform” cluster, in which all spenders invest approximately similar amounts, to “hyper-Pareto” games, in which a large proportion of revenue (approximately 38%) stems from 1% of spenders alone. Specific kinds of games are typified by higher spending: The more a game relies on its top 1% for revenue generation, the more these individuals tend to spend, with simulated gambling products (“social casinos”) at the top. We find a small subset of games across all genres, clusters, and age ratings in which the top 1% of gamers are highly financially involved—spending an average of $66,285 each in the 624 days under evaluation in the most extreme case. We discuss implications for future studies on links between gaming and wellbeing.
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    No evidence that Chinese playtime mandates reduced heavy gaming in one segment of the video games industry
    (Springer Nature, 2023-08-10) Zendle, David; Flick, Catherine; Gordon-Petrovskaya, Elena; Ballou, Nick; Xiao, Leon Y.; Drachen, Anders
    Governments around the world are considering regulatory measures to reduce young people’s time spent on digital devices, particularly video games. This raises the question of whether proposed regulatory measures would be effective. Since the early 2000s, the Chinese government has been enacting regulations to directly restrict young people’s playtime. In November 2019, it limited players aged under 18 to 1.5 hours of daily playtime and 3 hours on public holidays. Using telemetry data on over seven billion hours of playtime provided by a stakeholder from the video games industry, we found no credible evidence for overall reduction in the prevalence of heavy playtime following the implementation of regulations: individual accounts became 1.14 times more likely to play heavily in any given week (95% confidence interval 1.139–1.141). This falls below our preregistered smallest effect size of interest (2.0) and thus is not interpreted as a practically meaningful increase. Results remain robust across a variety of sensitivity analyses, including an analysis of more recent (2021) adjustments to playtime regulation. This casts doubt on the effectiveness of such state-controlled playtime mandates.