The relationship between changes in online game structure and brand perception: An evaluation based on player experiences

Video games have undergone many changes over time with the emergence and popularization of different game genres. Video game developers, on the other hand, shape their games in line with the expectations and tastes of the players, taking into account the trends in the video game ecosystem. Massive online video games are constantly updated and supported by their developers to maintain the existing consumer base. In this direction, elements such as graphics, gameplay mechanics, narrative form and interface design change over time in order to keep the games in question up-to-date. This research aims to reveal how the changing game structure affects brand perception, through in-depth interviews and biometric data collection techniques, and to draw a theoretical framework in this direction. Thus, it is aimed to reveal the elements that most affect brand perception in the context of video games and the factors that have positive/negative effects on brand value. In the research, the relationship between gaming experience and brand perception was scrutinized. People who have brand recognition and brand awareness of the Blizzard brand experienced the game called World of Warcraft within the scope of the study, and the biometric data of the participants were collected during this time. In the last stage, in-depth interviews were conducted with the participants. In line with the findings obtained within the scope of the research; It has been found that the elements that have changed with the updates on World of Warcraft have a positive effect on the game experience and brand perception. In addition to this, it has been revealed in the direction of the obtained findings which elements in the game structure affect the experience more.