2 Years alumni


Chaoguang Wang

Chaoguang obtained a bachelor degree in Education from Liaocheng University, China, and a master degree in Applied Psychology from Sun Yat-sen University, China. Previously he worked as a game designer and researcher for over six years at NetEase Inc., China, where he helped to develop a massive multiplayer online role-playing game from concept till delivery and live operation. In 2012, he started to pursue a PhD in the School of Design. His research interests focus on game design as well as player experience and user studies enriched with physiological measurement.

Research Title

The Value Systems of Player and Their Relation to In-Game Behavior in a Massively Multiplayer Online Role-playing Game

Dr. Gino Yu (Chief Supervisor)

About the Research

Understanding player characteristics is an essential part of game design, and also has important implications for increasing games’ potential for positive impact on society. In this study, I intend to develop an understanding of the value systems of player in China, and determine the relationship, if any, between the value systems of players and their actions in the game world.

The Emergent Cyclical Levels of Existence Theory (ECLET) was selected as grounding theory for my research. It provides a new way to look at the differences in people through successive personality stages or value systems, each with its own predominant way of thinking and behaving. I applied this theory among Chinese players and adapted it to explain their playing behavior more authentically.

With an innovative mixed methodology, this study brought together methodological approaches from self-report survey and game metric technique. Participants began by completing a web-based survey to assess their value systems, and then the value systems profile of players was paired with their behavioral metrics within the game world. The correlation analysis was performed to determine the links between values system and gaming behavior online.

The study is significant in its research methodology as well as its findings regarding players’ core values and their relationship to in –game behavior. The finding provides valuable information on how to better design, evaluate and understand enjoyment in games.