Exploring the design factors shaping the gaming experience for Generation Alpha
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Abstract
Generation Alpha is the first generation to grow up in a fully digital environment. They learn through play, especially gaming, and are the drivers of the current and future gaming industry. To ensure game design aligns with the characteristics and preferences of generation Alpha, this study focuses on exploring and analyzing the gaming elements favored by this generation. The purposive sampling method was chosen to specifically target primary school students who actively engage in gaming, ensuring that the data collected would be relevant and representative of this demographic's preferences. The data for analysis was collected from 681 primary school students at Assumption College Nakhon Ratchasima Thailand during the first semester of the 2023 academic year. Out of these, 304 students were purposively selected to respond to a questionnaire regarding 47 game factors that influence the gaming experience, with a Cronbach’s Alpha Coefficient of 0.910, indicating high reliability. Exploratory factor analysis (EFA) with Varimax rotation was employed to cluster the game design elements, as it is an effective method for identifying underlying factor structures in complex datasets. Linear regression analysis was used to verify the relationship between game design elements and user preference. The research results found that the extracted components had an Eigen value greater than 1.00 and could explain all the variables by 59.921 percent, with 12 components. However, when the coefficients of game design components and game playing time of generation Alpha were calculated, there were 7 components: 1) aesthetics that enhance gameplay, 2) enjoyment from playing the game, 3) disenjoyment from playing the game, 4) gameplay style, 5) system functionality, 6) positive experience, and 7) gameplay features. The results of this research help game designers and developers use the obtained factors as an important basis for game design and development.
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