NFTs and their impact on business models of the video game industry

The video game industry is one of the most important categories in the entertainment branch. In the area of online video games, the NFT technology is increasingly being addressed in the context of crypto games. This new phenomenon allows game developers to extend existing business models such as B2P, P2P, and F2P to P2E models. It not only compensates gaming companies for their development expenses, but also players for their efforts in the form of playing time. However, this model is only profitable for both sides if the associated benefits are accepted by players and appropriate incentives are created for game developers. Based on the existing literature and through quantitative research (online surveys), this issue was investigated in terms of motivational factors, intentions, and behavior of the players. For this purpose, the theory of planned behavior was used in conjunction with a mediation analysis. The responses of 116 online gamers in the DACH region revealed that for NFT-based crypto games, there is no mediation effect between motivational factors, monetary intentions, and player behavior in terms of playing time. Nevertheless, it was also observed that motivational factors and monetary intentions have a positive impact on playing time independently of each other. In this context, while profit is one of the main drivers that motivates players to spend their time playing crypto games, it is not the only motivational factor. Other factors such as social and skill development also showed some significance. Therefore, it can be beneficial for game developers to focus on more than just profit when designing a P2E-based crypto game. As mentioned above, the following study only covered the DACH region. To gain further insights into the impact of NFT technology on player motivation, intention, and behavior, future research should be conducted in other countries as well. In addition, future research should focus not only on player effects, but also on the perspectives of game developers.电子游戏产业是娱乐板块中最为重要的品类之一。在在线电子游戏领域，非同质化代币（Non-Fungible Token, NFT）技术在加密游戏（crypto games）的语境下受到越来越多的关注。这一全新现象使得游戏开发者能够将既有商业模式如B2P、P2P、F2P拓展至P2E模式。该模式不仅可弥补游戏企业的开发成本，还能以游戏时长为载体，为玩家的付出提供相应回报。然而，唯有当相关收益为玩家所接纳，且为游戏开发者创设了合理激励时，该模式方能为双方带来盈利。基于现有研究文献，并通过定量研究（在线问卷调查），本研究从玩家的动机因素、参与意向与行为表现层面展开了相关调研。为此，本研究结合计划行为理论与中介分析方法开展分析。针对DACH地区116名在线游戏玩家的调研结果显示，针对基于NFT的加密游戏，动机因素、货币收益意向与玩家游戏时长行为之间并不存在中介效应。不过研究同时发现，动机因素与货币收益意向会分别对玩家游戏时长产生正向影响。在此背景下，尽管收益是驱使玩家投入时长游玩加密游戏的主要动因之一，但并非唯一的动机因素。诸如社交互动与技能提升等其他因素同样展现出一定的显著性。因此，游戏开发者在设计基于P2E模式的加密游戏时，不应仅聚焦于收益维度，这将具备积极的实践价值。如前所述，本研究仅覆盖了DACH地区。为进一步洞悉NFT技术对玩家动机、意向与行为的影响，未来的研究应拓展至其他国家与地区。此外，未来的研究不应仅聚焦于玩家视角，还应纳入游戏开发者的立场进行调研。