Design of Game Attribute Development in Ikaan Studio Based on Consumer Preferences using Conjoint Analysis
DOI:
https://doi.org/10.25124/jrsi.v8i02.483Keywords:
Citampi Stories, Conjoint Analysis, Product Design,, Preferences, Mobile Games, Video GamesAbstract
In updating or creating video games, developers must identify the preferences and attitudes of certain groups
of players towards the specifications and features available, ensuring the elements that make a game widely
played and get high ratings at the same time. Ikaan Studio is a developer company that develops the Citampi
Stories game, with problems with a lack of downloads and a rating that is not so high. The purpose of this
study is to develop game products at Ikaan Studio based on game attributes that match player preferences.
This study uses conjoint analysis as a research method to find attributes that match the preferences of game
players. The first stage, begins with determining the important attributes and the level of game design
attributes. Furthermore, the formation of a combination of stimuli using an orthogonal design. Finally, data
from 209 samples were analyzed by conjoint analysis to determine player preferences. The results reveal
that the "tutorial" attribute is the element that is considered the most important for players, followed by the
"game mechanic" attribute with the same importance level. On the other hand, the attribute "object" is
considered the least important. This study also shows that the preferences of players with different gender
and age ranges which aims to provide insight to companies regarding preferences in the actual market.