The popularity of Customization in games has soared since the early days of the video game console. Customization is no longer simply a secondary option in games but almost a requirement to play certain games.
Previously users could customize only basic character attributes (i.e. name, dimensions, permanent skill levels). Yet today XMG’s Customization Engine enables “deep” customization and the continuous ability to upgrade. An example of deep customization is allowing users in a racing game such as Drag Racer, dubbed the most customizable application on the app store, (http://www.xmgstudio.com/?page_id=393 ), to add a wide variety of after-market car parts (engine, fly wheel, tires, gear ratios, design, and much more) to enhance the game performance as well as personalization of the look of the vehicle. This also increases the realism of the game which is a key requirement in video games today. As users customize they begin to develop an emotional investment in the game. It is this emotional investment that draws users back to the game and feeds the viral aspect. The more the user customizes their car or character, the higher the emotional investment. In the unusual instance where the user’s saved character or car data is erased, the user feels a significant loss.
K-Factor
When we merge the theory of customization with social networking media, we create the circumstances for a viral loop. The user’s ability to post their creation or race times to their Facebook, Twitter or OpenFeint page helps create brand awareness which can spread across the Internet and the world. This viral aspect leads us to the K-Factor.
The K-Factor in viral marketing, measures the viral rate of application growth. Consider Farmville on Facebook. A low K-Factor user ignores the fact that many friends in their online social group are actively engaged in Farmville activity. This compares to a high K-Factor user who not only tries Farmville based on seeing it on their Facebook feed but recommends and engages many more friends in the application.
