The effects of customization on motivation in an extended study with a massively multiplayer online roleplaying game

Customization is a ubiquitous feature of games and can be perceived as a series of choices that may influence players’ experiences. Opportunities for customization may give users decision-making authority over the technology, enabling them to shape and create their own experiences, as well as provide ways to be a part of a group based on their needs and desires. This study aims to shed more light on the effects customization has on players’ motivation, and investigates how customization as a way of user control affects player motivation within an MMO. A mixed method study was designed with two conditions: customization (n = 33) and no customization (n = 33). Adult participants played Lord of the Rings Online (LotRO), a Massively Multiplayer Online game, for about ten hours over four sessions. Data was collected through surveys, interviews and observations. Results showed that players’ desire to replay the game increased over time, and customization affected players’ motivation positively. Findings are discussed through the lens of Self-Determination Theory (Deci & Ryan, 1985).