What Makes Online Promotional Games Go Viral? Comparing the Impact of Player Skills Versus Incentive Rewards on Game Recommendation

To encourage viral spread, companies attempt to create captivating and compelling online games. The present research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others. The authors used two methods: an experiment and a field study. In the initial study, calling on players’ skills during the game experience positively affected the intention to invite friends to join the game. When marketers added a system of incentives, players no longer were motivated to invite friends to join the game. From an existing viral promotional game database, the authors replicated the study and confirmed the results.