Author(s): Sándor GONDA, Árpád Ferenc PAPP-VÁRY

Title: A FANTÁZIA ÁRA – MENNYIRE LOJÁLISAK A WORLD OF WARCRAFT RAJONGÓI? – VIZSGÁLAT AZ RFM ANALÍZIS ÉS AZ F-MODELL SEGÍTSÉGÉVEL

Source: Š. Gubo, E. Kahler Korcsmáros, Sz. Svitek, J. Tóth (eds.): 17th International Scientific Conference of J. Selye University. Sessions of the Faculty of Economics and Informatics. Conference Proceedings

ISBN: 978-80-8122-538-3

DOI: https://doi.org/10.36007/5383.2026.167

Publisher: J. Selye University, Komárno, Slovakia

PY, pages: 2025, 167-186

Published on-line: 2026

Language: hu

Abstract: This paper explores player loyalty in World of Warcraft (WoW), a long-running subscription-based online game. Using data from 525 respondents, it applies RFM analysis to segment players by value and the F-Model to categorize their motivational types. The study’s novelty lies in the combined use of these models in a gaming context, revealing how emotional, nostalgic, and community factors shape long-term engagement. Findings suggest that while innovation keeps the game relevant, too much change may alienate loyal players who value stability. The research bridges loyalty theory, gaming studies, and digital service management, offering insights and practical guidance for developers seeking to balance updates with player expectations.

Keywords: Player loyalty, Subscription model, RFM analysis, F-Model, MMORPG

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