Unveiling Key Gratifications and Stimuli to Engage Generation Z with Multiplayer Online Games

Abstract Despite its staggering growth, fairly little remains known regarding what actually drives the players’ intent to play multiplayer online games (MOGs), which exposes an important research gap. Correspondingly, we empirically test a mediated moderation model to demonstrate how various gratifications and stimuli affect player’s (particularly the Generation Z’s) attitude towards MOGs and shapes their playing intentions. Data were collected through a structured (online and offline) questionnaire survey among 1310 Generation Z MOG players. The findings reveal that multiple gratifications such as perceived enjoyment, social interaction, and achievement have a direct as well as an indirect impact (via attitude) on consumers’ online gaming intentions. The value of this study lies in its ability to enhance understanding on how to develop, and market MOGs based on various sought-after gratifications and normative stimuli that will increase generation Z gamers’ immersion in games, their earned social capital, and eventually their playing intention for MOGs.