Player-centered game design canvas for enhancing player loyalty: cases of MMORPG (massively multiplayer online role-playing games) users in Thailand

This study suggests the application of a Player-Centric Game Design Canvas to enhance player loyalty, focusing on player experience and game dynamics, using Final Fantasy XIV as a case study, aiming to captivate and entertain, keeping players engaged and emotionally invested. The research conducts semi-structured interviews with game designers and Thai Gen Z players to uncover the nuanced factors contributing to player commitment and game engagement. The Design Canvas development emerges from key findings indicating that personalized experiences, cultural alignment, and game community are integral to building loyalty. The resulting canvas is a strategic guide for industry professionals, offering a tailored framework that leverages player motivations and cultural insights to foster deeper engagement. The Canvas is a strategic tool specifically tailored for business owners, marketers, and game designers who aim to adapt or introduce game concepts to the Thai market, focusing on the preferences and behaviors of the target players.