Ease of Use or Fun Perception? Factors Affecting Retention of Newly Registered Mobile Game Players Based on Flow Theory and The Technology Acceptance Model

Abstract

The gaming market is experiencing remarkable growth, and enhancing the retention of newly registered users has emerged as a top priority for game operators. In this study, we innovatively expanded flow theory and the technology acceptance model to construct a structural equation model that investigates the factors influencing the retention of new mobile game players. By examining 1,375 valid questionnaires from new users of a gaming app, as well as analyzing their login, usage, and retention data, we uncovered unique pathways and characteristics that impact user retention. Our findings reveal that the ease of use perceived by new mobile game players significantly influences their perceived enjoyment and usage attitude, which in turn, indirectly affects retention. Moreover, we discovered that the fun perceived by registered players significantly impacts their usage attitude and retention, emphasizing the need to consider gaming control, challenge, in-game experience, and social engagement during game development. This study offers valuable theoretical implications for the application of flow theory in game development and equips game operators with strategic insights for retaining newly registered users.