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Introduction

Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. It seeks to understand why people seek out the media that they do and what they use it for. UGT differs from other media effect theories in that it assumes that individuals have power over their media usage, rather than positioning individuals as passive consumers of media. UGT explores how individuals deliberately seek out media to fulfill certain needs or goals such as entertainment, relaxation, or socializing.

A.Background data

Personality

Chiharu-having curiousity

Charlie-strategist

Janice-quiet

Yuan sen-integrity

Carol-positive

Spending power

Chiharu-time

Charlie-time and money

Janice-Time

Yuan sen-time and money

Carol-Time and money

Interest

Chiharu-Animal Crossing

Charlie-Gun shooting game

Janice-Candy Crush

Yuan sen-MOBA

Carol-Action game

B.why we play game

Chiharu-to spend time when relaxing,casual

Charlie-to have common topic with friends, hardcore

Janice-spending free time, casual

Yuan sen-enjoy spending time with his friends, casual

Carol-enjoy spending time with his friends, casual

c. BASED ON THE TYPES OF PLAYERS, SUGGEST HOW SHOULD DEVELOPERS HARNESS THE ADVANTAGES OF GAMING TECHNOLOGY TO CATER TO THESE DIFFERENT AUDIENCES.

・social communication game that we can interact with each other

・VR game that we can look image more real

・Game with more suitable background music

・Giving time limits not to spend too much time on game

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INTRODUCTION
Uses and Gratifications was developed by Bulmer and Katz suggests that media users play an active role in choosing and using the media. It focuses on how people perceive media rather than what media does to people.

A.
BACKGROUND DATA
- Raniah (21)
Female , Bangladeshi.
Personality :
-creative
- high spending power in terms of time
- sufficient money spending power
- art and design background.

- Vanessa (18)
Female, Indonesian.
Personality:
- introverted
- creative
- listening to music and watching movies during her free time.
- don't really spend that much time and get tired to play games sometimes.
- tend to spend more on money and time.

- Shera (18)
Female, Indonesian high school graduate.
Personality :
- realistic person
- have interest on music and film
- not really into games and never spending any money for it.

- Leong Zin Zin (19)
Female , Malaysian
Personality :
- right brained person
- likes simple things
- good at reading people's personality and emotions
- enjoys letting go but depends on self-request
- enjoys singing, dancing, eating and photography.

B.
Raniah (CASUAL PLAYER)
- to pass time and escape reality
- to distract myself
- focuses on games like call of duty (shooting and strategic games)
- spends max 3 hours on games

Vanessa (CASUAL PLAYER)
- plays games as a form of entertainment and relaxation
- enjoy playing simulation games like The Sims and strategic games like Plant vs Zombies,
- doesn't earn any money from games
- spends at least 2 hours on games

Shera (CASUAL PLAYER)
- to kill time and boredom , but get bored and forget easily
- to follow the trend
- focuses on role playing type of games
- spends max 2 hours on games

Leong Zin Zin (CASUAL PLAYER)
- play games for a moment of interest and fascination
- play only certain games
- can give up playing a favourite game suddenly
- spends 4 hours when really like a game, otherwise no time at all.

C.
Based on our group's types of players which is CASUAL PLAYERS
Developers should
- change and update features from time to time to keep our interest.
- add a story line to keep us hooked.
- come up with newer versions every year.
- make the games aesthetically pleasing so it keeps our attention and attracts us.

# data[].attributes.body
Introduction
Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs.

A.
BACKGROUND DATA

Personality
Qi Xuan - Lazy
Qiu Yu - Quiet
Pi Ru - Playful
Wen Yi - Cheerful

Spending Power
Qi Xuan - time
Qiu Yu - time
Pi Ru - time
Wen Yi - time

Interest
Qi Xuan - Shooting Games
Qiu Yu - Candy Crush
Pi Ru - Shooting games
Wen Yi - Strategic games

B.
Qi Xuan
Release Stress, Hardcore
Qiu Yu
Entertaining, Casual
Pi Ru
Socialize, For fun, Tryhard
Wen Yi
For Fun, Casual

C.
- Developers should design the game more realistic, and use more vibrant colour to catch player's attention.
- Games should be made for players to socialize with each other, it can create teamwork and cooperation between the team members.
- The same game can be played in various platform such as in laptop, PS4, and also in mobile phone.
- It's easy to understand and handle(logistics), but also creates some challenges for the players.
- They should provide free purchase for the game, or charge just a little amount of cost.
- They can give gifts an rewards when players play and promotes the game.
- They can give players various choices, this can take the form of smart customization, social serendipity, "algorithms" and recommendations, perceived care and personality, and perceived effort.

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WRITE (IN BULLET POINTS):

INTRO (EXPLAIN A BIT WHAT IS USES AND GRATIFICATIONS APPROACH)

BODY:

a. PROVIDE THE AUDIENCE'S DEMOGRAPHICS AND PSYCHOGRAPHICS (THEIR BACKGROUND DATA/ HOBBIES/ DAILY LEISURE HABITS/ INTEREST/ SPENDING POWER, ETC.)

b. PROVIDE ANSWERS WHY THEY PLAY VIDEO GAMES (BASED ON UG) AND CATEGORISE THE MEMBERS IN YOUR TEAM INTO TYPES OF PLAYERS.

c. BASED ON THE TYPES OF PLAYERS, SUGGEST HOW SHOULD DEVELOPERS HARNESS THE ADVANTAGES OF GAMING TECHNOLOGY TO CATER TO THESE DIFFERENT AUDIENCES.

# data[].attributes.body
Intro:
Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people.

A.

Arthur Davis, Indonesian (18 years old)

-likes to sing and play instruments

-watches youtube during his free time

-doesn’t play video games

-never spent any money on video games

Ong Zai Ling, Malaysian (19 years old)

-sleeping

-watches youtube and k-pop during her free time

-spends one hours on mobile games (Disney Magic Kingdom)

-hasn’t spend any money on video games

Celine Chew Qian Ru, Malaysian (20 years old)

-Reading

-listening to music during her free time

-spends two hours on computer games (Child of Light)

-has spend RM150 on a computer game once

Isyraf Danial Hargreaves, Malaysian (19 years old)

-playing football

-listening to music and watching netflic during his free time

- spends 4-6 hours on a video game on weekends and spends 1-2 hours on weekdays (Fifa and Fortnite)

-has spend RM200 on a video game once
B.

Arthur - to pass time

Ong Zai Ling - to pass time

Celine Chew Qian Ru - to release stress

Isyraf Danial Hargreaves - to express himself and to socialize with his friends and the online community

C.
Based on the majority of players in our group, developers should harness:
- make games that reward humans in real life
- make it more realistic depending on the game genre
- a good soundtrack while playing the game
- quick updates/patches when bugs happens in the game.

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USES AND GRATIFICATIONS
Uses and gratifications is an approach to comprehending why and how people diligently pursue particular media to satisfy our needs.

a.
BACKGROUND DATA
Personality
Lea Hanis  - creative
Vivian Lee - creative
Nurhani Diyana -creative, strategist
Fu Yurou - strategist

Spending Power
Lea Hanis  - time
Vivian Lee - money
Nurhani Diyana - time
Fu Yurou - money, time, competition

Interest
Lea Hanis  - casual, simulation
Vivian Lee - casual, simulation
Nurhani Diyana - puzzle
Fu Yurou -  action, adventure

b.
Lea Hanis  - to release stress; casual player
Vivian Lee - to escape reality; casual player
Nurhani Diyana -  to enhance social cognitive skills; try hard
Fu Yurou -  strengthen social and communication skills; casual

c.
Developer should harness:
- Seasonal update
- Promotions on bonus features
- Ranking list
- Different stages, different genres of game
-