Scoring big – how sports video game features drive virtual ownership, willingness to pay and soccer participation

Abstract

Purpose

Sports organizations have a strategic interest in utilizing video games as a means to generate commercial opportunities and increase participation in their respective sports. This study aims to investigate the specific features of sports video games (SVGs) that may significantly influence gamers’ desire to own virtual items, their Willingness to Pay (W2P) for these items and their participation in real-life soccer activities. The research also considers generational cohorts, and the amount of time gamers spend playing video games, offering a preliminary analysis of potential differences among various demographic groups and gamer types. Conducted in collaboration with the Fédération Internationale de Football Association (FIFA), the practical implications of this research aim to provide FIFA and other sports organizations with a foundational basis for the selection and collaborative development of SVGs.

Design/methodology/approach

To the best of the authors’ knowledge, this is the first attempt to determine the impact of concrete SVG features on consumers’ Ownership, W2P and Participation. Hence, a new survey construct needed to be developed based on an extensive review of scales that have been used by researchers to assess gamers’ gratifications and motivations for playing video games. The new construct was tested and refined through exploratory factor analysis. This study subsequently uses structural equation modeling to explore the impact of various SVG features on Ownership, W2P and Participation.

Findings

The results of this study indicate that, from a commercial perspective, competition, collaboration and social interaction appeal to gamers and drive Ownership and W2P in SVGs. Additionally, discovery and exploration enhance the SVG experience further motivating gamers to spend on in-game content. Fantasy, Escape and Sport Context are critical determinants of soccer Participation, as they enable gamers to immerse themselves in a virtual environment that offers experiences unattainable in real life. These features can strengthen gamers’ identification with soccer, making real-life Participation more appealing. Competing, Socializing and Relationship features also boost Participation by fostering a feeling of community and social interaction, encouraging gamers to seek similar real-world experiences. The findings of this study indicate that a universal approach may be ineffective, as various target audiences are motivated to engage in commercial transactions or participate in soccer based on different SVG features. Consequently, it is essential for sports organizations to segment their target audience and strategically develop SVGs that cater to the distinct needs of each group.

Research limitations/implications

Future research should aim to draw more representative samples by including a broader range of demographics, income levels and geographic locations. This would ensure that findings are generalizable across different segments of the population. The study also offers first insights into the preferences of different types of gamers according to their age group and time spent playing. However, additional research is needed to determine the preferences of additional types of gamers, for instance, by creating dedicated gamer marketing personas based on parameters like frequency of play, length of an individual gaming session, number of games owned, etc.

Practical implications

For sports organizations like FIFA, focusing on SVGs with multiplayer experiences, social features and competitive gameplay is crucial. Monetization strategies should capitalize on gamers’ desire to stand out and succeed in social and competitive contexts. With the additional focus on the discovery of rare items, sports organizations should integrate scarcity, exclusivity and discovery mechanics into their video games. The combination of social competition and the thrill of discovering rare items can drive higher engagement, loyalty and revenue. To inspire greater Participation in real-life soccer, sports organizations like FIFA should strategically select or develop video games that harness the power of immersion into a virtual sports environment by incorporating “Fantasy”, “Escape” and “Sport Context” features into SVGs. By creating immersive experiences that encourage gamers to connect with the sport on a deeper level, SVGs can effectively drive real-life soccer engagement.

Originality/value

To the best of the authors’ knowledge, this is the first time a study explores the concrete features of SVGs that may have a significant impact on gamers’ desire to own virtual items (Ownership), on consumers’ W2P for these items and on Participation in real-life soccer activities. Unlike previous research, which has predominantly concentrated on video games in general or specifically on the sports simulation game subcategory within SVGs, this study adopts a broader perspective by considering all types of sports-themed video games.