Factors Affect through Mobile Game Preference for Alpha Generation using MDA Games Analysis Framework

Abstract

The purpose of this research is to 1) analyze mobile game design elements using a MDA framework, 2) study the factors affect through mobile game preference for alpha generation. Using the mobile game “Subway Surfers” as a case study, from a selection by free mobile games, and games content ratings is not more than 13 years, is a popular game available on both Android and iOS operating systems from the IGN website. The sample group is upper elementary school students Assumption College Nakhon Ratchasima, semester 2, academic year 2023, The sample group was of 348 people upper elementary school students Assumption College Nakhon Ratchasima. The tools used to collect data were questionnaire on affects through the mobile games “Subway Surfers” among the alpha generation. Statistics used in data analysis include sum and percentage. The results of the research found that 1) The mobile game “Subway Surfers” has three main elements, it starts with defining the basic rules and system of the game (mechanics), and results in the driving force that drives players to behave (dynamics), giving players an aesthetic that creates fun (aesthetics), all 3 elements have factors that are interrelated and affect the players' preferences 2) almost everyone in the alpha generation knows and has played the mobile game “Subway Surfers”, more boys play the mobile game “Subway Surfers” than girls, over time, it was found that girls still play the mobile game “Subway Surfers” more than boys, The factors that girls like more than boys include: helper items are used to score more points, there is no penalty if a player leaves the game while playing, and there is a button to stop the game or a button to pause the game, there are 11 factors that the alpha generation likes the most, with a percentage value greater than 50, arranged in order: friendly and easy to use control system, the challenge of playing for as long as possible to get more points, train the senses of using eyes, hands, and decision making, use the character controls to play the game from the original user experience, the colors of the graphic in the game are bright and eye-catching, the challenge of controlling the character through obstacles to reach the destination, playing to relieve stress, playing to kill time, the character movements in the game are beautiful, the sound in the game makes it feel fun, and playable without internet connection.