From Traditional Gaming to Mobile Gaming: Video Game Players' Switching Behaviour

The migration of players from traditional gaming platforms to mobile environments is driven by a complex interplay of push, pull, and mooring factors. Utilizing the Push-Pull-Mooring framework, this analysis reveals that while mobile gaming offers distinct advantages such as inherent flexibility, it functions primarily as a complement to traditional gaming rather than a direct substitute. The research, based on a survey of 340 Chinese gamers, indicates that overall switching intention remains low, suggesting that the traditional gaming market maintains significant resilience against the mobile sector.

Key drivers of switching behavior include perceived costs, the flexibility of mobile platforms, and a player’s prior mobile experience. Conversely, significant barriers to migration include the high performance of traditional hardware, the loss of accumulated benefits, and the steep learning curves associated with new platforms. Notably, the ownership of hybrid consoles, such as the Nintendo Switch, acts as a powerful deterrent to switching, as these devices effectively bridge the gap between traditional and portable gaming experiences. Contrary to common industry assumptions, factors like perceived simplicity, network effects, and time constraints do not significantly influence a player’s decision to migrate.

The study categorizes the gaming population into two distinct segments: unshakable stayers and moderate intentional emigrants. Given that traditional gamers prioritize high-performance experiences, marketing strategies centered on simplified mobile versions or time-saving features are likely to be ineffective. Instead, industry practitioners should focus on facilitating cross-platform data migration and implementing flexible gaming mechanisms that respect the existing investment players have made in traditional ecosystems. By addressing these technical and psychological barriers, developers can better integrate mobile offerings into the broader gaming habits of their audience without alienating the core traditional player base.