University of Oulu

Developing and evaluating AR game from consumer behavior perspectives

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Author: Kallio, Janne1
Organizations: 1University of Oulu, Faculty of Information Technology and Electrical Engineering, Department of Information Processing Science, Information Processing Science
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.8 MB)
Pages: 59
Persistent link:
Language: English
Published: Oulu : J. Kallio, 2022
Publish Date: 2022-12-16
Thesis type: Master's thesis
Tutor: Oinas-Kukkonen, Harri
Alavesa, Paula
Reviewer: Alavesa, Paula
Arhippainen, Leena


Who would have guessed digital games could make the average gamer to jump up from their sofa and run around in urban environment, but now it is happening. This influence on players is something new as traditionally players control the games, not vice versa. Augmented reality games opened a new world that needs to be studied. Games are a big business and their business models and monetization have been studied a lot except related to augmented reality. Augmented reality games can be used to influence human behavior, but what this new and still evolving environment augmented reality provides for business is largely an open question. At the verge on new Metaverse this study is needed even more.

This study examines the potential for augmented reality games to influence player behavior and monetization strategies within the rapidly evolving digital gaming industry. Utilizing a "In the wild" field trial and a specifically designed augmented reality game, the research explores how augmented reality game environments can be used to indirectly and directly influence player purchase behavior. A group of 11 test players was used and interviewed on their experience and feelings during different scenarios of the game.

Results seems to indicate that players are willing to use money for physical products as part of a game story, for advancement in a game and for reasons that are not directly related to the game itself. Just by placing players in suitable locations they tend to use money and get interested in the services provided, creating possible future customers outside of the game. Study also found out that when immersed to an augmented reality game, in comfortable environment and while having fun the players are more willing to use money and that they create a positive attachment to the businesses encountered while playing. These findings have important implications for the development of effective business models and monetization strategies within the augmented reality gaming industry.

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Copyright information: © Janne Kallio, 2022. Except otherwise noted, the reuse of this document is authorised under a Creative Commons Attribution 4.0 International (CC-BY 4.0) licence ( This means that reuse is allowed provided appropriate credit is given and any changes are indicated. For any use or reproduction of elements that are not owned by the author(s), permission may need to be directly from the respective right holders.