Who Plays MMOs: An Analysis of MMORPG Player Demographics and MMORPG Player Stereotypes

Left: guy from
Left: Guy from South Park’s WoW Episode; Right: Mr. T. in WoW commercial

 

If you have played an MMORPG before and have chosen to tell a non-MMORPG player about playing said MMO, there is a good chance that the person you told gave you a weird look as if he was thinking something along the lines of: “But you don’t look like someone who plays MMOs.” or “I knew it. This person definitely looks like someone who plays MMOs.” This is because somehow, in the history of gaming, MMO players have been assigned an often negative stereotype. It seems like the general public is stuck on particular notions or ideas of how MMO players live, spend their time, and interact (or, according to them, don’t interact).

Not surprisingly, many of the stereotypes and stigmas that people hold toward MMOs and MMO players are wrong. For the rest of this bog post, I will examine some of these stigmas and stereotypes, compare them to statistical data on MMORPG player demographics and analyze whether or not there is any basis in these beliefs.

Note: Unless otherwise stated, data comes from The Daedalus Project.

Stereotype 1: “Almost all MMO players are male.” (Gender)

Actually, this stereotype is somewhat accurate. Most players are male. However, the percentage of male players is not as overwhelming as many people believe. Although the percentage of male players may have been greater in the past, currently only 60% of MMO players are male (BBC) and this percentage continues to shrink as more and more females are starting to play MMOs.

Stereotype 2: “Only single people play MMOs.” (Marital Status)

This stereotype is actually quite wrong. It turns out that 36% of MMO players are married or engaged. Females, however, are more likely to be married/engaged than males, feeding the “single male” stereotype. It is important to note that the 36% number does not include people who are currently in relationships who are not either married or engaged, so the real number of “non-single” players is probably quite a bit higher than 36%.

Stereotype 3: “People who play MMOs only play the game by themselves.”

There seems to be a general belief that MMOs are solitary games where people play by themselves. Besides the fact that what MMORPG stands for proves it wrong ( Massively Multi-playerOnline Role Playing Game, multi-player as in more than one person), there is statistical evidence that proves that most subscribers play and prefer to play with other people. 59% of females and 56.5% of males tend to group with other people. Almost 20% of females and 24% of males play solo due to “schedule constraints” or “lack of good groups.” 14.4% of females and 13.9% of males have no preference towards grouping or soloing and only 6.6% of females and 5.3% of males actually prefer to play alone.

Stereotype 4: “People who play MMOs tend to play with strangers that they don’t know in real life.”

Similarly, the belief that MMO players only play with strangers that they met through the game is wrong. 80% of players normally play with someone that they know in real life. Of this number, 25% play with romantic partners, with females being more likely to play an MMO with their partner. 19% play the game with their family members. The younger or older someone is, the more likely they are to play with a family member, with the 23-28 year old range being the least likely to play with a family member. Additionally, the family member is normally a brother or son, with older female players being more likely to play the MMO with their son. Finally, 70% of the people that play with someone that they know in real life play the MMO with a friend. In the younger age ranges, males were more likely to play the game with a friend, but the gender difference decreases as age increases.

Stereotype 5: “Most people who play MMOs are unemployed.” (Occupational Status)

This is another incorrect stereotype. Everyone seems to be aware that MMOs cost a lot of money to play, yet it never occurred to them that most people would need a job to fund this play. Over 50% of MMO players work full-time. Another 12% are working part-time and/or attending school part-time. 22% are full time students, 3% are home-makers, 1% are retired, and only 10% are unemployed. There is not a significant gender difference among the unemployed, proving that it is untrue that mainly males are unemployed.

Stereotype 6: “Most people spend an unhealthy amount of time playing MMOs.” (Hours of Play)

It is very difficult to define what “an unhealthy amount of time” is, so instead I’ll compare MMO playing time to the time that an average American spends watching TV. According to an AC Nielsen survey, the average American spends 28 hours watching TV each week. MMO players only spend about 21 hours per week on their game of choice, but only 7.7 hours per week watching TV. This brings them to about 29 hours spent on TV and MMOs combined, which is very close to the national TV “watching time” average. This suggests that MMO players are no less healthy in their habits than the average American TV watcher, whether you consider that amount of time to be “unhealthy” or not.

With these facts in mind, it is clear that many of the stereotypes about MMO players are quite wrong. Although there are certainly people out there who fit the classic MMO player stereotypes, there is no data to support that these stereotypes can be fairly applied to MMO players as a whole. Indeed, MMO players are a very diverse crowd, with only one similarity necessarily in common: they’re there to have fun.

DoS Attacks Trend Toward Politics

DDoS Attack
The internet is not something that you just dump something on.  It’s not a big truck.  It’s a series of tubes.  Those tubes can be filled, and if they are overfilled, bad things happen.  This is the basic idea behind denial-of-service attacks: to render a computer resource unavailable to its intended users, often by simply flooding the target system with ping requests.  These attacks have become increasingly ubiquitous, largely because they are relatively easy to execute.  Below is a brief history of fascinating and noteworthy DoS and DDoS (distributed denial-of-service) attacks.  The results reveal a surprising evolutionary trend: where the earliest incidents were generally launched for fun or profit, contemporary DoS attacks have become prominent means of protest and dissent. Read More »

With a Yo-Ho-Ho and a Tricky Lah-Tee Doo

HowBitTorrentWorks

The past few weeks have seen marked developments in piracy and file sharing. The Swedish Pirate Party, a political organization that strives to legalize file sharing and bolster internet privacy, scored a considerable victory on Sunday, securing at least one (but probably two) of Sweden’s eighteen European Parliament seats. In somewhat related news, my family discovered an incredible site where we could stream Stanley Cup games—valuable in spite of the decidedly-below-HD picture quality. My heart swelled with pride as I watched the Pittsburgh Penguins, my favorite team, skate their way to a game seven in Detroit, and I recalled the words to a pirate chantey from last month’s South Park episode about Somali swashbucklers. Cartman, or Captain Cartman, as he prefers to be called, leads four of his classmates-turned-crewmates to Mogadishu to live the pirate’s life, and when spirits are low, he breaks into song, “We drink and we pillage and we do what we please/ We get all that we want for free…”

Live streaming hockey only buffers my belief that virtually any form of data is available without charge if you know where to look for it. This is increasingly true, as BitTorrent indexes, tracking sites, and clients multiply by the minute. The European Parliamentary elections appear to be a microcosm of a broader shift: public opinion on file sharing and piracy seems to be catching up with evolving transfer technologies. In this post, I’d like to evaluate the schematics and efficacy of BitTorrent, which has become the preferred protocol for file sharing. I’d also like to consider public and interest group response to this topic, and the resultant operational impact on popular BitTorrent trackers, most notably The Pirate Bay.
Read More »

Facebook, Please Take My Money (I want my URL)!

My name is Bob Moore and I have one of the most generic names on the planet.   I get strip searched at the airport because some other guy named Robert Moore is on a watchlist.  When I applied for my mortgage, I had to initial over 500 documents individually to certify that I wasn’t some other like-named person (like that Rob Moore who defaulted on a farm equipment loan or that Bobby Moore who didn’t pay his taxes in 1971).  I’ve done my best to add some uniqueness to my name, usually by adding a middle initial and going by “Robert J. Moore.”   However, it isn’t always enough.

Case in point: this Facebook URL fiasco.  This week, I worked more than a few 14+ hour days, and when I closed down my computer at 11PM on Friday night, I couldn’t wait to sleep.  And boy did I sleep.  I got to the office on Saturday Morning and Jake said, “Hey, did you get your Facebook URL?”  Crap!  I already knew it was too late.  (Jake actually set his alarm clock for 11:55PM so he could wake up and go register www.facebook.com/jakestein at the first possible second.)

I headed over to Facebook and, lo and behold, the vanity URL I wanted (robertjmoore) was taken.  So was robertmoore, robertj.moore, robert.j.moore, bobmoore, bob.moore, robmoore (my professional theif name), bjmoore (my adult film star name), bmoore (my motivational speaker name), etc etc.  As evidenced below, they were ALL gone:

last facebook user name

Generic Names Have Their Downsides

This is a disaster.  You see, I have robertjmoore for everything.  Name the extremely popular online service and I’ve got the account name robertjmoore.  You can tweet me at @robertjmoore.  I even own www.robertjmoore.com!  So, for the first time in my life, I find myself in a position where I would be willing to part with real cash for a piece of Facebook functionality: a vanity URL marketplace.  I would pay $100 cash right now for facebook.com/robertjmoore.  I don’t know who got the facebook URL (some guy in MD), but I have a feeling he might be willing to part with it for even less.  The difference is a revenue opportunity for Facebook.  As fans of our Web 2.0 rap video know, they could use it.

As of right now, me getting my hands on the URL I want (even with cash in hand) is literally impossible.  Facebook’s current policy is that once you claim a vanity URL it’s yours forever and there is no changing it, trading it, selling it, etc.  Someone else has facebook.com/robertjmoore and they’re going to have it forever.  But, this puts Facebook in a fantastic strategic position: with exclusive control over vanity URL transfers, it could have a monopoly on the vanity URL aftermarket and be the sole facilitator of vanity URL bids, offers, and sales.  And, I’d bet they could take as high as a 25% commission and still end up with a thriving marketplace.  And, they could do it all without alienating their membership, since members don’t have to pay for a vanity URL, they just might have to pay for the one they really want.  Moreover, some lucky Facebookers might actually earn some unexpected cash by selling off their URLs.

In fairness to Facebook, however, if I was planning to open up a marketplace like this, I would be acting just like they are now:  Give people the impression that they’re stuck with their URL forever so that squatters don’t waste their one shot by grabbing embarrassing (but potentially high resale value) names like www.facebook.com/mesothelioma (taken), www.facebook.com/hairremoval (taken), and the like.   After everyone has had a chance to get their own name, lock up any potentially high-value names that are left and sell them yourself, while simultaneously facilitating an aftermarket that can be forced to only exist within your (commission-collecting) system.  It’s brilliant.

So, Facebook, I hope you’re listening: please let me buy my URL (and feel free to keep a big chunk of my purchase price)!  In the meantime, you can befriend me here (let’s hope high-value keywords pay off): http://www.facebook.com/BusinessIntelligence.

The Stanley Cup (Advertising) Finals

Stanley Cup (Advertising) Final

Background

I love hockey and like most hockey fans, I’ve been actively following the NHL playoffs, including the Stanley Cup finals that started at the end of May. While watching the finals, I couldn’t help but notice some of the advertisements that played during the intermissions and the three commercial breaks each period. I sat through the standard beer commercials (Bud Light, Miller Lite, Amstel Light to name a few) and the US military commercials (Army, Marines) without paying much attention, but then some Cisco commercials came up. These commercials were a bit of a surprise to me, since I wouldn’t expect a strong overlap of between hockey fans and videoconferencing enthusiasts.  I also remembered that Cisco heavily advertises on the NHL.com website.

As I watched more and more of these Cisco commercials, with about one appearing during each commercial break, I became very curious about why Cisco would choose the SC finals to advertise their new products. I decided to look into the demographics of NHL fans to see if Cisco knew something I didn’t. Not surprisingly, they did: the makeup of the NHL fanbase.

Armed with some good starting data and a little curiosity, I decided to go a step further and compare the likely target audiences of the most prevalent ads during the SC Finals to the NHL fanbase and determine how good of a “fit” they each really were.  What follows is my search for the “Stanley Cup (Advertisement) Champion.”

Read More »

The Wall Street Journal Swaps Quality for Ad Inventory

Nothing makes me happier than a clean Inbox.  I also love getting The Wall Street Journal’s online edition in my e-mail every morning (so much so that I pay for it).  Lately, however, I’m having a hard time keeping these two joys in check with each other. 

Subscribing to “The Online Journal” costs just over $100 per year and provides access to the online edition of the daily paper, a daily e-mail with links to each day’s articles, and the occasional “WSJ News Alert” to cover breaking news that occurs between daily editions.

In the past few months, however, I’ve noticed that the frequency of these occasional ”News Alerts” has increased quite a bit. In fact, I looked back and realized that on some days I get as many as five or six of them.  It’s always technically some kind of news, but it’s almost never “Alert”-worthy anymore.  Here are a few of my recent favorites:

  • June 4: “United Plans Huge Jet Order”
  • June 2: “Guggenheim Is Next Job for Bear’s Final CEO”
  • May 25: WSJ’s Annual Ranking of Top Stock Analysts Released
  • May 18: U.S. to Require 35 mpg Fuel-Economy Standard No Later Than 2016
  • July 21 ‘08: Alex Rodriguez signs with the William Morris Agency

Yes, this is news to somebody (in most cases), but it’s hardly news that warrants a special e-mail outside of the daily edition.  It’s not election results or a war declaration; it’s at best front-page, below-the-fold content. 

I wanted to see if the rate of e-mails was actually increasing over time or if my sensitivity had just increased.  Fortunately, I had several months of recent e-mails and an old Outlook PST file from mid-2007.  Each data set held the same six full months worth of WSJ News Alerts (November through April), separated by two years.  The volume over those two six-month periods is compared below:

WSJ News Alert Frequency

Wow.  In the past two years, monthly WSJ News Alert volume has seen a weighted-average increase of over 100%.  This is obviously statistically significant, but just to be sure I ran a quick t-test on it and, as expected, got a super-low p-value of 0.000004 (any p-value of 0.05 or lower would demonstrate a generally accepted measure of significance).

Also interesting is that the month-to-month volatility in e-mail volume has decreased considerably.  In the 2006-2007 period, the standard deviation in monthly e-mail frequency was 30.3% of the average month’s volume (showing some degree of randomness, which would be expected with ”Alert”-worthy news).  During the same period in 2008-2009, however, the standard deviation was only 11.4% of the average month.  In fact, three of the six months in the more recent period had exactly 78 News Alert e-mails.  That’s pretty remarkable consistency for what should be random news events!

This is heading in a pretty obvious direction: the WSJ now appears to have some kind of (very high) quota for monthly e-mail alerts.  Why would they do this?  Well, I opened one of these e-mails and there it was: an ad.  These puppies are sponsored.  For those of you who haven’t already seen where this is going, let me share a basic formula:

(Number of E-Mails) x (Number of Subscribers) = (Advertising Inventory) = $$$

It appears that the WSJ has pre-sold a set amount of direct e-mail advertising inventory (or at least has some expectation of monthly revenue from that channel), and they need to fill it whether there is news to report or not.  This means that loyal (paying!) subscribers like me get stuck with one to six unnecessary WSJ News Alert e-mails (or should I say “ad delivery mechanisms”) a day. 

I understand the need for increased monetization these days (especially in the print industry), but this is a bad move.  Paying online subscribers like me are pure margin and represent the industry’s best chance of survival in the digital age.  Why risk my $100/year subscription for a few extra cents worth of ad inventory?

It’s probably also worth pointing out that The Wall Street Journal’s Owner, Dow Jones, was acquired by News Corporation in August 2007.  Coincidentally, my two data sets are from before and after the acquisition, respectively.  I’m not suggesting that News Corp mandated this change, but the timing does line up rather conspicuously.

Or, maybe The WSJ picked up a few pointers from another News Corp subsidiary: Fox News.  After all, these e-mails are the online equivalent of the “Breaking News” banner that cable news networks use to lure in channel-flipping viewers even when the news that’s breaking isn’t all that interesting or important.  To me, breaking news is about a plane crash or peace accord.  To Fox News and their rivals like MSNBC, it’s about… well, just about anything:

breaking news

Granted, I’m sure this tactic works to some degree.  If a channel surfer sees the “breaking news” banner, he or she is probably more likely to stay on the channel for at least a few seconds more.  This increases the likelihood that they get sucked in and stay on the channel (and maybe even see an ad or two).  Similarly, a “News Alert” e-mail probably increases the open rate, increasing the chance that the reader sees the ad in the e-mail, yielding more value to the advertiser (who is probably paying a premium CPM to access people like me who are known to pay for digital content).

However, overuse of this tactic is akin to crying wolf.  At some point the consumer becomes desensitized and flips right by the “Breaking News” graphic or filters the “News Alert” e-mails straight to his or her trash can.  I’ve hit this point for sure, and it’s causing me to get less value out of a paid service, which increases my likelihood of churning off as a subscriber.

I remain a huge fan of The Journal, but someone in their online department is making some big mistakes.  Given my experiences with numerous publishers (online and off), I also know that they aren’t the only ones.   Publishers, listen up: if that clever new revenue stream comes at the cost of your content’s quality or your reputation, it’s rarely the right long-term move.  I expected better from my favorite paper.

Meet the Interns, Part 2

Hello to the readers of The Metric System blog. I am Cheryl Ryan, one of the interns at RJMetrics. I, like Mario, am a senior at Wharton, though I am concentrating in Marketing, Managing Electronic Commerce, and Operations and Information Management (OPIM) -Information Systems track, the last of which I don’t normally tell people because it takes awhile to explain exactly what an OPIM concentration is, not to mention it’s a really long name. I have a general interest in web based companies, which is why RJMetrics first caught my attention.

I am excited to get the opportunity to work at RJMetrics over the summer. The fact that the company is new means that there’s a lot for me to do to help develop RJMetrics. The product itself that RJMetrics is offering is actually pretty awesome too. I’m not just saying that to get a raise either, mainly because I’m working for free. I got to test out their product with a demo account while working on one of the tasks I was given and was really impressed with the software. It’s really easy to use, there’s no hassle of installation, and there are a plethora of different options so a company can analyze just about anything in their database. Read More »

Paradigm Shifts in Rap, Database Analytics

Hello internet!  My name is Mario Ponticello, and I am a senior concentrating in Finance and Management at the Wharton School.  Writing this blog post, I’m reminded of the incisive words of rap mogul Flavor Flav, who observed, “…the rap scene right now has taken its own course and its own direction because you have so many rap records of all different calibers coming out. And me, I favor everybody, I like everybody and the reason why is because I want everyone to favor Flav.”  In the same spirit of camaraderie, I’m happy to follow up last week’s Business Intelligence Rap video with this post as the newest member of the Real Revenue Records crew.

I am an aspiring entrepreneur, and my interest in new ventures is what initially attracted me to an internship with RJMetrics.  Through the interview process, I learned that Bob and Jake were facing many of the same decisions that I had studied about in class, and were in the process of transforming an innovative technology into a consumer-driven product.  I’m relatively new to the world of data analytics, so I hope to learn more about the underlying technology that facilitates business intelligence, and gain firsthand entrepreneurial experience by being fully immersed in the process. Read More »

Business Intelligence Rap Video

Most people know that we build powerful business intelligence dashboards here at RJMetrics, but now that we’ve moved to Camden, we figured we ought to take advantage of the long weekend and make a rap video as well.  (Unfortunately, the odds are stacked against us– Jake’s favorite rapper is Bo Burnham and I’m so tone deaf that I crashed the auto-tune plugin when we recorded this song.)

Anyway, in what may prove to be the dumbest PR move ever, we decided to augment our dope beats with some unsolicited free advice to tech startups.   This was our chance to point out some of the most absurd startup behavior over the past few years.  We should know–most of these lines are based on things we’ve done. 

Lyrics are below the video. Enjoy!

 

 

Big thanks to Adamack from Open Minds Entertainment for the beat, John Keating for his help with the vocals, and my brother James Moore for the studio time and production. 

Click Here to download the MP3

Lyrics after the jump.

Read More »

RJMetrics Relocates World Headquarters

As of yesterday, RJMetrics has moved to the Rutgers Camden Tech Incubator in the Waterfront Technology Center.  If you’re in the area, be sure to stop by and say hello.  Our new address is:

RJMetrics
200 Federal Street
Suite 226
Camden, NJ 08103

Email addresses, phone numbers, and our fax line will all remain the same.


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