DECLARATION As the author of this thesis entitled “The impact of hyper-casual games on young users’ academic results – an investigation at Banking Academy” submitted for thedegree of Ban
INTRODUCTION
Background of the study
The rapid adoption of digital technologies has transformed everyday life, particularly in how people engage and entertain themselves A key development in this digital era is the rise of mobile gaming, with hyper-casual games emerging as popular choices These games are known for their simple gameplay, short sessions, and easy accessibility, making them especially appealing to younger audiences, who constitute a significant portion of the global gaming market.
Despite their simplistic mechanics and minimalistic design, hyper-casual games represent a significant market, valued at approximately $16.67 billion in 2023, according to Statista The sector is projected to grow to around $25.96 billion by 2030, reflecting a compound annual growth rate (CAGR) of 7.67% This growth trend highlights the increasing popularity and financial potential of hyper-casual gaming.
Mobile games play a crucial role in the daily lives of many, particularly among younger users Analyzing their behavior offers valuable insights into their lifestyles and habits, which can inform publishers and marketers in crafting effective time management and marketing strategies for their products.
Acquiring users to download and install a game is a critical first step that significantly impacts its success To ensure effective user acquisition, it is essential to explore and understand the target audience's habits, preferences, and motivations that drive them towards the game.
Despite the growing popularity of hyper-casual mobile games, research exploring the factors influencing user behavior in downloading and playing these games remains scarce A review of the existing literature on gaming in Vietnam reveals that only two studies have addressed this topic.
A study by Phong Nguyen and Luong Nguyen (2021) explored the micro and macro factors affecting the manufacturing and distribution of video games, highlighting the need for further research due to the diversity of platforms, including console, computer, and mobile games Additionally, Nga Tran and Linh Tran (2021) focused on consumer behavior regarding online mobile games in Hanoi, narrowing the scope to this specific demographic Despite this, there remains a significant gap in understanding young user behavior towards hyper-casual mobile games, which encompass various genres such as hard-core and mid-core games.
Significance of the study
The study "The Impact of Hyper-Casual Games on Young Users’ Academic Results – An Investigation at Banking Academy" reveals crucial insights for marketing and app development strategies aimed at young users It highlights user preferences and behaviors, enabling game designers to create tailored features and content that resonate with this demographic Additionally, the research evaluates how hyper-casual games influence academic performance, guiding developers to focus on high-demand game elements that appeal to young players By leveraging these insights, developers can optimize gameplay, minimize undesirable features, and align with current trends among youth.
Global studies on gamer behavior often fail to apply to Vietnam due to cultural differences Many game publishers and studios are reluctant to allocate resources for in-depth research on player behavior Furthermore, market research organizations frequently overlook crucial factors Consequently, there is a pressing need for more research on how hyper-casual mobile games affect the academic performance of young users.
Objectives of the study
This study aims to analyze the behaviors of young users in hyper-casual mobile games, focusing on what draws them to these games By gaining insights into their preferences and expectations, game developers and educators can better cater to this audience.
The other objective is to discover the impacts of hyper-casual games on users’ academic results.
Research questions
The study was conducted to address the following research questions:
1 Which factors influence young players to install and play the hyper-casual mobile games?
2 What are the positive impacts, if any, of hyper-casual games on users’ academic results?
3 What are the negative impacts, if any, of hyper-casual games on users’ academic results?
Scope and limitations of the thesis
This research aims to investigate the factors that motivate young users to install and engage with hyper-casual mobile games, as well as the effects of these games on their academic performance Due to constraints in time and resources, the study will specifically survey students enrolled in ATC classes at the Banking Academy of Vietnam, focusing primarily on this demographic as the main participants.
This thesis recognizes specific limitations, as it concentrates solely on ATC students at the Banking Academy of Vietnam, potentially excluding a wider demographic of young gamers The study relies on self-reported data from students, which may introduce biases and inaccuracies Additionally, the research is constrained by time, possibly failing to reflect evolving trends among young users over time.
Structure of the thesis
The research is divided into sections, which are as follows:
Chapter 1: Introduction - provides an overview of the study
Chapter 2: Literature Review - presents the background information of the study, including definitions Results of previous studies and a proposed research model are also discussed in this chapter
Chapter 3: Research Methodology - describes the locale of the study, samples and instruments of the study, as well as the procedure to collect and analyze the data of the study
Chapter 4: Results and Discussion - presents the findings and discussion, which contains statistical analysis and a discussion of the results obtained
Chapter 5: Conclusion and Recommendation - summarizes the research findings and provides recommendations based on the outcomes of the framework
LITERATURE REVIEW
Overview of hyper-casual games
The 2008 launch of Apple’s App Store revolutionized the gaming industry, marking the beginning of a new era in mobile gaming This platform enabled developers globally to publish and distribute their games to billions of users, leading to rapid growth in the mobile game sector Consequently, there was a notable increase in the popularity of simple games, commonly referred to as casual or hyper-casual games.
The hyper-casual gaming genre originated in 2013 with the release of Flappy Bird, created by Vietnamese developer Nguyen Ha Dong, which quickly became a cultural phenomenon This game showcased key hyper-casual features such as short stages, a simple user interface, and easy-to-understand gameplay, leading to approximately 50 million downloads within a year Flappy Bird demonstrated that simplicity could drive success in gaming From 2013 to 2016, hyper-casual games primarily grew through cross-promotion and organic installs, but by 2017, developers began employing paid user acquisition strategies, establishing a sustainable business model for this genre As competition intensified, hyper-casual games became the most downloaded titles in the industry by 2018, according to Evice (2022).
The 2020 pandemic sparked a surge in the demand for simple and engaging entertainment, resulting in hyper-casual games becoming increasingly popular In that year, these games accounted for 31% of all app installs By 2021, downloads soared from 12.6 billion to 15.6 billion, with hyper-casual sub-genres emerging as the top three most favored genres among gamers.
In 2022, hyper-casual games were still popular and brought vast annual profits, about
The hyper-casual gaming market is valued at $2–2.5 billion, with emerging sub-genres like ASMR hyper-casual games and TikTok-inspired concepts contributing to increased content diversity Initially, hyper-casual games featured endless loops and simplistic gameplay that often repeated, but the introduction of new genres has expanded the gaming experience.
7 development of subgenres and new hyper-casual notions resulted in more complicated level structures, more sources of perfect content, and new ways to develop those ideas.
Definition of key terms
In overall, consumer behavior relates to how consumers decide how they will utilize their available resources
Consumer behavior, as defined by the American Marketing Association (2012), involves the interaction of external stimuli that influence human perception and actions, leading individuals to adapt their lives accordingly This definition emphasizes that consumer behavior is fundamentally an interplay between individuals and their surrounding environment.
Understanding user behavior is essential for businesses, marketers, designers, and researchers as it enables them to customize their products and marketing strategies to align with the needs and preferences of their target audience By analyzing user behavior, organizations can uncover trends, predict user needs, enhance the user experience, and ultimately achieve improved business results.
Consumer behavior regarding products and services is relevant to individuals within various groups or organizations The digital entertainment landscape, particularly video games, is highly accessible and influences specific target audiences User behavior in gaming is significantly shaped by external factors such as culture, society, and community, as well as internal factors including perception, age, and education level Misguided marketing strategies can lead to ineffective engagement with these consumers.
8 applied, this can result in serious consequences for both the game studios and the overall gaming industry
Hyper-casual games, as defined by Andrea Knezovic (Udonis, 2024), are mobile games that emphasize simple and intuitive gameplay, primarily utilizing basic tapping or swiping actions With their straightforward 2D graphics and user-friendly interfaces, these games enable instant play without the need for complex instructions or tutorials Characterized by endless gameplay, players engage in a continuous experience, often striving for high scores or enjoying the game as a leisurely pastime.
Such simplicity in design and function resonates with a wide audience of players, making hyper casual games a popular choice for players looking for quick, engaging gaming sessions
The hyper-casual game market is experiencing shifting trends among its sub-genres, with idler games demonstrating steady growth in downloads and in-game purchases In contrast, genres such as simulators, io games, satisfaction games, and racing are on the decline This evolving landscape, marked by emerging creative titles, presents both challenges and excitement for developers and players alike.
Theoretical and conceptual framework
The Theory of Planned Behavior (TPB), developed by Icek Ajzen in 1985 as an extension of the earlier Theory of Reasoned Action, elucidates human behavior by examining individuals' beliefs, attitudes, subjective norms, and perceived control over their actions According to Ajzen, a person's intention to engage in a behavior is influenced by their attitudes, social expectations, and perceived control, ultimately driving their actions.
9 perceived behavior control The idea focuses on cognitive factors that influence the creation of intentions and, ultimately, the determination of behavior
Figure 2.1 Theory of planned behavior framework 2.3.1 Attitude
The attitude factor is a crucial component of the Theory of Planned Behavior (TPB), influencing how individuals evaluate and respond to specific behaviors It encompasses personal beliefs about the outcomes of actions and emotional reactions to those outcomes, with positive attitudes likely enhancing behavior and negative attitudes reducing it (Corner & Armitage, 1998) Various elements, including personal experiences, cultural beliefs, and societal influences, significantly shape these attitudes (Ajzen & Fishbein, 1980) The strength of an attitude integrates both cognitive and emotional aspects; cognitive attitudes reflect an individual's perceptions, while affective attitudes are tied to emotional responses For instance, a person may recognize the health benefits of exercise (positive cognitive attitude) yet feel discomfort associated with it (negative affective attitude) Ultimately, understanding the attitude factor is vital as it clarifies the motivations behind behavior choices.
Understanding the fundamental ideas and emotional responses that shape attitudes can enable academics and practitioners to develop effective strategies for fostering positive behavioral change in individuals.
Regarding the following operations, we hypothesize that:
H1: Attitude has a positive impact on the intention to install and play hyper-casual games
The subjective norm in the Theory of Planned Behavior (TPB) encompasses an individual's perception of social expectations and influences regarding a specific behavior, shaped by the beliefs and expectations of significant people in their social circle This norm plays a crucial role in shaping intentions; individuals are more likely to develop positive intentions toward a behavior when they perceive support from those around them Conversely, if they sense a lack of support from important figures, their intention to engage in that behavior may diminish Subjective norms are typically assessed through self-reported measures, such as Likert scales and open-ended questions, and may involve inquiries about the expectations of specific influential individuals The significance of subjective norms in TPB highlights the importance of social influences on individual behavior, suggesting that societal expectations and beliefs profoundly impact decision-making processes.
H2: Subjective norm has a positive impact on the intention to use hyper-casual games
"Perceived behavioral control," a key concept in the Theory of Planned Behavior, reflects an individual's belief in their ability to take action High levels of perceived behavioral control enhance the likelihood of engaging in a behavior and achieving desired outcomes, while low levels diminish motivation and reduce the chances of acting on intentions This concept is considered crucial by many scholars, as it explains why individuals with positive attitudes and supportive social norms may still refrain from action if they feel a lack of control Ultimately, the Theory of Planned Behavior suggests that stronger perceived behavioral control leads to greater intention and action, making it essential for predicting behavior This study will explore related hypotheses.
H3: Perceived behavioral control will have a positive effect on the intention to use hyper-casual games.
Previous studies
Mathias Grứnstad (2021) explored consumer psychology and purchasing behavior in free-to-play games by examining in-app purchasing through the lens of Maslow’s hierarchy of needs The research aimed to determine if games could serve as means to satisfy these needs and if players were willing to invest money for greater fulfillment Conducted in June 2021 in Norway during the Covid-19 pandemic, the study coincided with significant growth in the gaming industry compared to previous years, employing a mixed-method approach to gather comprehensive insights.
The study employed both quantitative and qualitative methods, utilizing a survey with 28 questions This included six questions focused on CVs, nine measuring specific indicators, and another nine addressing independent variables (IVs) Additionally, a final question was included to collect qualitative insights regarding participants' motivations for spending money on the game Most participants were drawn from online communities dedicated to Pokémon.
In May 2021, a study on Go players revealed that utilizing a cost-effective and time-efficient method can yield a significant number of respondents from a targeted demographic The findings suggested that specific game features address players' needs for belongingness, esteem, and self-actualization Furthermore, in Pokémon Go, the key factors driving in-game spending were identified as raiding with friends, unlocking new content, and leveling up.
In a study conducted by Phong et al (2021) in Hanoi, Vietnam, researchers explored the factors influencing customer satisfaction in video games, aiming to enhance user experience Utilizing a quantitative research method, they distributed surveys across five organizations, identifying four key factors affecting consumer behavior: psychological, individual, social, and cultural The authors concluded that effective game content management is crucial for revenue success, while fostering community engagement is essential for social and individual factors Additionally, they emphasized the importance of a strategic, long-term marketing approach to address psychological factors The research provided insights into both micro and macro elements impacting video game production and distribution.
In another study conducted by Nga et al (2021), they identified a practical assessment of the behavior of choosing and using mobile games online during the time of 2021
In 2021, Hanoi experienced remarkable growth, achieving significant milestones in 2019 with a GDP rank of 2nd, a GDP per capita rank of 8th, and a GDP growth rate ranking of 41st The Census of Population and Housing conducted in 2019 further highlighted the city's development.
Hanoi, with 66.6% of its population aged 15-59, presents a vibrant market for various industries, particularly the gaming sector The research utilized a mixed-method approach, beginning with qualitative methods to develop a scale and preliminary survey questions, followed by adjustments made after a pilot study involving 15 participants In the official research phase, online questionnaires were distributed to mobile game users, revealing that players often seek mobile games during stressful times or when they have free time, using gaming as a means to connect with friends or make new ones Information about games is primarily sourced from friends (23.6%), followed by Facebook (17.6%) and app markets (16.4%) When selecting a game, players consider graphics, content, advertising, gameplay simplicity, and current gaming trends Notably, while Vietnam shows potential for mobile online gaming, the industry remains in its infancy.
Imam Salehudin et al (2020) explored the freemium app model to create a taxonomy that categorizes various freemium business models They proposed a new definition of the freemium model and classified user spending behaviors on free products Conducted during the Covid-19 pandemic, the study utilized a logical partitioning approach with yes/no questions for classification The findings emphasized the distinct characteristics of different freemium models and argued against a "one-size-fits-all" methodology in their analysis The authors noted that developing a detailed taxonomy to align with the gaming market's complexities poses significant challenges.
14 be to apply it to a broader context This taxonomy also recognized that the Freemium business model was at a growth stage, and its application was still developing rapidly
Research indicates that existing studies on freemium apps, particularly hyper-casual mobile games, predominantly employ a quantitative approach An analysis of theoretical research highlights a significant gap in understanding the factors influencing young users in Hanoi to download and engage with these games Most prior studies have focused on general freemium apps or mobile games, limiting their insights into specific user behaviors related to hyper-casual games This study aims to address this gap by exploring the unique behaviors of young users, thereby contributing valuable knowledge to the field without overlapping with previously published research.
RESEARCH METHODOLOGY
Population
In the study, the population included all students studying English major at Banking Academy from K23 to K26 The quantity is estimated around 600 students at the time of the research
In terms of sample size, the sample is clearly less than the total size of the population
To enhance the study, 120 students were randomly selected from the entire faculty, representing all academic levels from freshman to senior The appropriate sample size was determined using Andrew Fisher's sample calculation formula, incorporating a confidence interval of 9%, a confidence level of 95%, and a standard deviation of 0.5 The confidence level was converted into a Z-Score of approximately 1.96, which was then utilized in Fisher's formula to derive the necessary sample size.
Figure 3.2 Sample size calculation based on Fisher’s formula
The sample size of 120 in the study is acceptable as it satisfies the minimum criteria.
Research methods
This study employs a quantitative method, focusing on the collection and analysis of numerical data using mathematical techniques for interpretation Babbie (2010) emphasizes that this approach aims to gather numerical data for generalization across various groups A survey, defined as the administration of questionnaires to a selected sample from a population, serves as a key strategy for collecting data on respondent attributes and beliefs (Stacks, 2002) Neuman (2007) further explains that surveys involve a sample of respondents providing answers to the same questions, facilitating the assessment of multiple variables and the testing of various hypotheses.
Surveys are an effective research tool that allows researchers to quickly assess respondents' viewpoints and attitudes towards social phenomena (Sekaran, 2003) This methodology is widely utilized in social science studies, providing a standard approach for data collection (Neuman, 2007) Sekaran (2003) highlights that surveys facilitate the efficient gathering of responses, making them a cost-effective option for researchers Consequently, due to constraints in time and human resources, the quantitative approach becomes the primary focus of research methods.
Research instrument
The study employed a survey questionnaire method for data collection, as defined by Nunan (1992) who described questionnaires as instruments featuring both open and closed questions for gathering responses Additionally, Peng (1992) noted that the survey method is prevalent in social sciences, aiming to produce generalized insights for a broader population based on sample data Data was mainly gathered through direct survey questionnaires distributed via social media platforms like Facebook, Zalo, and Instagram, requiring minimal effort from participants.
The survey was designed to gather insights on hyper-casual games, beginning with a clear statement of research purpose and contact information for participant inquiries It comprised six parts: an introductory greeting and privacy statement, collection of basic demographic information, followed by questions assessing attitudes, values, and perceptions regarding hyper-casual games The final section explored participants' future intentions to use the product To ensure clarity, questions were structured in a section-by-section format with a 5-point Likert scale for responses, ranging from "completely disagree" to "completely agree." A pilot survey with 30 participants was conducted to refine the questionnaire before the main survey, which aimed to include 120 participants.
Procedure of gathering data
The process was divided into 2 phases: test phase and official phase
During the test phase, a pilot survey was conducted with 30 students to gather data and obtain objective feedback on the questionnaire Participants were instructed to complete the survey accurately, leading to valuable insights for the researcher Notably, suggestions included shortening some questions and eliminating those deemed irrelevant to the research topic.
The finalized survey was distributed to the target participants after necessary adjustments were made to the test survey The researcher utilized online questionnaires hosted on Google Forms, sharing them through popular social media platforms including Facebook, Zalo, and Instagram.
After one week, 120 responses were collected through Google Forms, which were then visually represented using graphs and charts The researcher subsequently exported the data to Excel for additional analysis.
Data processing method
SPSS (Statiscal Package for the Social Sciences) was used to enter and thoroughly analyze the quantitative data from the survey The data analyzing process includes two main following steps
A researcher developed a questionnaire to gather insights from young users at the Banking Academy of Vietnam regarding their experiences with hyper-casual mobile games The survey includes 30 questions that explore various aspects of user behavior, such as gaming habits, attitudes towards the games, subjective norms, and intentions to continue using these mobile games in the future.
1 Convert data into a spreadsheet in Excel
2 Delivery of the data in an Excel sheet
A Cronbach’s Alpha is calculated to measure the internal consistency and the reliability coefficient
B To evaluate items, the mean and standard deviation were calculated for each item under evaluation
C Multiple regression analysis was used to determine which variable is the most important predictive factor for the intention to use hyper- casual games
RESULTS AND DISCUSSION
Results
The distribution of questionnaires to Banking Academy students yielded a high response rate The researcher analyzed the collected data to explore the reasons behind some students' lack of intention to engage with hyper-casual mobile games in the future.
Table 4.1.1.1 Table describing the characteristics of the respondents
The survey included 79 male participants, representing 66% of the total respondents, while female participants numbered only half that amount, accounting for 34% Notably, there were no respondents identifying as other genders.
The survey participants were categorized into four age groups, with the majority being seniors aged 22, totaling 77 individuals, which represents 64.2% of all respondents Juniors, aged 21, comprised 35 participants, accounting for 29.2% of the total The remaining individuals were from other age groups, making up the minority.
The survey revealed that half of the respondents had a monthly income between 2 to 4 million VND Additionally, 29.2% of participants earned less than 2 million VND, while 16.7% had an income ranging from 4 to 6 million VND Only 4.2% of respondents reported earning above 6 million VND per month, with just 5 individuals in this category.
1 How often do you play mobile games?
2 Have you ever played hyper-casual games?
3 Have you ever played hyper-casual games? (2048, Flappy Bird, Candy Crush Saga, Temple Run, Subway Surfers, My Talking Tom)
4 From what sources do you know these hyper-casual games?
Table 4.1.1.2 Table describing the experiences of the respondents
The survey results reveal that 35.8% of respondents, totaling 43 individuals, play mobile games once or twice a week Additionally, 30.8% of participants, or 37 people, engage in mobile gaming three or four times a week Furthermore, 21.7% of respondents, equating to 26 individuals, play mobile games once or twice a month Lastly, 11.7% of those surveyed reported playing mobile games less frequently.
14 people, who answered that they played mobile games everyday Lastly, there were no people answering that they had never played mobile games
Almost all participants, totaling 119 individuals or 99.2%, confirmed they had played hyper-casual games When inquired about their experience with popular titles like 2048, Flappy Bird, Candy Crush Saga, and Temple Run, the responses highlighted a widespread familiarity with these games.
22 all of the respondents chose “Yes”, which means that they all had known about this mobile game genre
A significant 53.3% of players discovered hyper-casual games through social networking platforms, while advertisements served as the second most common source, accounting for 29.2% of their exposure to these games.
35 students taking part in the survey Another way to approach the game genres was by friends, which accounted for 17.5%
Cronbach's alpha is a key statistical measure for assessing the internal consistency reliability of psychometric tests or questionnaires, indicating how closely related a set of items is in measuring the same construct (Psychometrika, 1951) A higher Cronbach's alpha coefficient signifies better reliability, with values ranging from 0 to 1; a score above 0.6 is generally deemed acceptable for research tools Nunnally (1978) emphasized that a Cronbach's Alpha score of 0.7 or greater is necessary for a scale to be considered good, while Hair et al (2009) also recommended a threshold of 0.7 to ensure unidirectionality and reliability Researchers commonly use SPSS software to calculate these Cronbach's Alpha values.
The reliability of the scale was assessed using Cronbach's Alpha coefficient, with results showing that the factors "Attitude," "Subjective Norm," "Perceived Behavioral Control," and "Behavioral Intention" achieved scores of 0.823, 0.813, 0.805, and 0.872, respectively, all exceeding the acceptable threshold of 0.7 Additionally, all observed variables demonstrated a Corrected Item-Total Correlation greater than 0.3, with the lowest being 0.454, indicating a good scale (Cristobal et al., 2007) Therefore, it can be concluded that all scales are reliable.
Table 4.1.2.1 Cronbach’s Alpha of Attitude
Table 4.1.2.2 Cronbach’s Alpha of Subjective Norm
Table 4.1.2.3 Cronbach’s Alpha of Perceived Behavioral Control
Table 4.1.2.4 Cronbach’s Alpha of Intention 4.1.3 Descriptive statistic
The variables range from a minimum of 1 to a maximum of 5, with mean values between 2.8 and 4.4, suggesting that students have engaged with hyper-casual mobile games and generally align with the opinions presented Additionally, the standard deviations of around 1.0 indicate a notable diversity in student responses.
Table 4.1.3.1 Cronbach’s Alpha of Intention
The Pearson correlation coefficient (r) is a statistical tool used to assess the strength and direction of the linear relationship between two quantitative variables (Gayen, 1951) Values of r near +1 or -1 indicate a strong positive or negative correlation, respectively, while values close to zero suggest a weak correlation (Gupta & Kapoor, 2014).
All variables exhibit a significance value below 0.05, specifically at 0.000, indicating a 95% confidence level in the correlation between independent variables A, SN, and PBC and the dependent variable IN The positive impact of these independent variables on IN is evident, as reflected in their high Pearson Correlation values: A at 0.642, SN at 0.399, and PBC at 0.707 Notably, a Pearson correlation value exceeding 0.7 suggests a strong correlation, particularly highlighting the significance of Perceived Behavioral Control.
(PBC) has stronger correlation with dependent variables intention (IN) more than Attitude (A) and Subjective Norm (SN)
Figure 4.1.1 The research model 4.1.5 Regression
A Sig value of less than 0.05 is deemed statistically significant, indicating that the likelihood of a difference between groups occurring by chance is under 5% In contrast, a Sig value greater than 0.05 implies that any observed differences may arise from chance, rendering them not statistically significant Consequently, when the Sig value falls below 0.05, we can reject the null hypothesis of no difference and accept the alternative hypothesis, confirming a significant difference between groups (Ott & Longnecker, 2015).
The statistical analysis of variance (ANOVA) indicates a significant regression model with a p-value of 0.000, which is below the 0.05 threshold Furthermore, both attitude (A) and perceived behavioral control (PBC) have p-values less than 0.05, confirming their significant influence on the dependent variable intention (I) The positive regression coefficients for attitude (A) (β=0.300) and perceived behavioral control (PBC) (β=0.520) suggest that these independent variables positively affect intention (I), implying that higher levels of attitude and perceived behavioral control lead to increased intention.
27 variables A and PBC increase, the more dependent variable I increases Therefore, hypothesis H1 and H3 were supported
The analysis presented in Table 4.1.5.2 indicates that the significance value for the subjective norm (SN) variable exceeds 0.05, suggesting that SN does not influence the dependent variable intention (I) Consequently, Hypothesis H2 is not supported.
In addition, the researcher added the Income, Gender, Age variables to test the impact on the dependent variable (I) However, the result indicates that the “Gender”, “Age”,
"Income", variables do not have a significant effect on the variable intention (I) due to Sig values being greater 0.05 (Table 4.1.5.3)
Table 4.1.5.1 Statistical analysis of variance (ANOVA)
Table 4.1.5.3 Statistical analysis of the impact of Gender, Age, Income on Intention
Discussion
Recent research provides a comprehensive overview of the hyper-casual gaming scene, highlighting that all respondents are not only familiar with this genre but also actively participate in popular games This widespread recognition and engagement underscore the significant impact and strong presence of hyper-casual games within the gaming industry, demonstrating their successful establishment in the global gaming market.
The hyper-casual gaming sector presents an opportunity to explore the intricacies of consumer behavior, as highlighted by the survey's findings While the category demonstrates a robust market presence, understanding customer expectations, loyalty dynamics, and attitudes is crucial A deeper investigation into these factors will yield valuable insights for researchers in this genre.
29 direct the placement of hyper-casual products strategically, but also improve marketing strategies to more effectively engage target audiences
Moreover, through regression results, two main factors including attitude and perceived behavioral control have impacts on behavioral intention to install and play hyper-casual mobile games
The study reveals that students at the Banking Academy are more likely to download and engage with hyper-casual mobile apps due to their perception of behavioral control This aligns with previous research, such as Chong et al (2015), which demonstrated that perceived behavioral control is a strong predictor of purchase intention, showing a significant positive influence (β = 0.68, p < 0.001) on ice cream purchases Similarly, Chen et al (2019) found that perceived behavioral control positively affects coffee purchase intentions (β = 0.33, p < 0.01), suggesting that higher perceptions of control lead to increased consumer willingness to buy.
PBC significantly influences purchase intention, as perceived facilitators and self-efficacy create favorable conditions for consumers to download and engage with hyper-casual games The abundance of hyper-casual titles on platforms like Google Play and the App Store offers various options for installation and gameplay Most respondents reported the ease of downloading and installing these games from app stores Additionally, the prevalence of online and offline advertisements ensures that participants encounter promotions frequently Furthermore, the affordability of hyper-casual games plays a crucial role in players' decisions to engage with this genre.
According to Nga et al (2021), a significant majority of respondents indicated that the criterion "Download the game for free" had a considerable influence on their decision to play a game, scoring between 3-5 on a scale from normal to very affected This reflects a strong perception of perceived behavioral control (PBC) among participants regarding the absence of cost, as they generally preferred games that do not require an initial purchase However, a small minority of respondents disagreed, stating that price did not impact their gaming decisions.
A significant 97% of respondents reported the flexibility to play hyper-casual games anywhere, highlighting their convenience Additionally, 92% of participants demonstrated effective time management skills, allowing them to enjoy these games in their spare time This ability to seamlessly integrate gaming into daily life underscores a key advantage of hyper-casual games, which feature simple gameplay that enables instant engagement without the need for complex instructions, making them ideal for quick and enjoyable gaming sessions anytime, anywhere.
A study by Imam et al (2020) defines the Freemium business model as one that offers a fully functional product at no initial cost, allowing users to access basic features for free Revenue is generated by providing additional features or capabilities, often through microtransactions and advertisements, which enhance the user experience beyond the free offering.
To effectively optimize their customer base, publishers should explore the development of free-to-play games and adopt a freemium monetization model instead of relying on a one-time premium fee Additionally, focusing on creating pure hyper-casual games will cater to the growing demand for convenience, allowing players to enjoy gaming experiences anytime and anywhere.
Data analysis indicates that attitude is the second most crucial factor influencing the intention to install and engage with hyper-casual mobile games This finding is consistent with Kim et al (2017), who studied the factors affecting consumers' intentions to purchase organic beverages, revealing a strong positive correlation between favorable attitudes and purchase intentions Essentially, individuals with positive attitudes towards organic beverages were more likely to want to use those products.
Understanding the factors that shape perceptions of hyper-casual mobile games is crucial These factors include the game's social and cultural implications, visual graphics, popular audio elements, and their impact on mental health Research by Phong et al (2021) indicates that players are particularly drawn to engaging storylines, gameplay quality, and server performance Therefore, publishers should focus on developing games with high-quality graphics, appealing soundtracks, compelling narratives, and intuitive user interfaces Additionally, prioritizing customer service through effective guidance and tutorials is essential to assist players with gameplay and address technical issues like troubleshooting and bugs.
Original gameplay and substance are crucial for a game's success, with a study by Linh et al (2021) showing that 95% of participants rated high-quality graphics and engaging content as important This comprehensive approach aids game designers in gaining valuable insights and offers a structured framework for navigating the game development process, from initial idea generation to intricate decisions about gameplay and visuals Additionally, it enhances understanding of player preferences and market trends, enabling developers to create more appealing games.
32 educated judgments throughout the project's development It so opens the door for the development of increasingly interesting and lucrative game projects
A recent survey conducted among Banking Academy students highlights a significant trend: a strong interest in hyper-casual games The findings reveal that most respondents rated their enjoyment of these games between 3 and 5 on the Likert scale, indicating a spectrum of feelings from Neutral to Strongly Agree This prevalent enthusiasm for hyper-casual games among students suggests a high level of engagement and interest in this gaming genre.
Game developers should prioritize creating a virtual environment that fosters both productivity and relaxation, in addition to promoting positive attitudes towards their products Publishers need to invest in a welcoming and comfortable online atmosphere by focusing on high-quality game content and developing multiplayer modes that encourage social interaction among players Implementing these strategies can enhance customer intentions to install, play, and remain loyal to the games offered by each studio.
The analysis indicated that subjective norms did not significantly influence the intention of Banking Academy students to engage in hyper-casual games This finding aligns with the research conducted by T Ramayah, M A Musa, and N M Omar, titled "The Impact of Environmental Attitude, Environmental Concern, and Social Norm on Intentions to Purchase Environmentally Friendly Products," published in the Journal of Asia-Pacific Business in 2011 Their study revealed that while both attitude and environmental concern significantly impacted the intention to purchase environmentally friendly products, subjective norms played a negligible role.
The lack of influence of subjective norms on the intention to use hyper-casual apps among Banking Academy students may stem from their individualistic cultural background Prior studies have indicated that cultural factors play a significant role in shaping user behavior and app adoption.
CONCLUSION AND RECOMMENDATION
Conclusion
This study explores the factors that influence young gamers' decisions to install and engage with hyper-casual mobile games, as well as the effects of these games on their academic performance It aims to address key research questions related to the motivations behind game installation and the potential academic consequences of gameplay.
(1) Which factors influence young players to install and play the hyper-casual mobile games?
(2) What are the positive impacts, if any, of hyper-casual games on user’s academic results?
(3) What are the negative impacts, if any, of hyper-casual games on user’s academic results?
According to the research result, the survey was conducted with the sample size of
A study involving 120 ATC students at the Banking Academy of Vietnam revealed that attitude and perceived behavioral control are the primary factors influencing young users' intentions to install and play hyper-casual mobile games In contrast, factors such as subjective norm, income, and age were found to have no significant impact on their decision to engage with these games.
The research indicates that a substantial number of survey respondents are drawn to hyper-casual mobile games, primarily due to their appeal as a convenient entertainment option during leisure time Additionally, the social aspect of gaming plays a crucial role, with many users appreciating the opportunity to connect and enjoy experiences with friends, fostering a sense of community and shared enjoyment.
The data analysis has uncovered significant insights regarding the beneficial effects of hyper-casual games on students' academic performance Notably, engaging in hyper-casual gaming can positively influence students' educational outcomes.
38 learning benefits for young users, from developing logical and strategic thinking skils to enhancing concentration and problem-solving abilities
While hyper-casual gaming can enhance users' academic performance, it also poses challenges such as wasted time, game addiction, and distractions from studying To achieve a balance, students must practice time management and make thoughtful choices about gaming to ensure they can enjoy entertainment without compromising their academic success.
This research offers a thorough analysis of young users' behavior in hyper-casual mobile games, identifying key factors that influence their decision to install and engage with these games Additionally, the study highlights the dual effects—both positive and negative—of hyper-casual gaming on the academic performance of young users.
Recommendations
1 Set boundaries: Learners should establish obvious limitations for playing sessions by allocating specific free time for only entertaining with games and prioritize more time for academic responsibilities
2 Use gaming as a reward: Learners can regard time for playing games as rewards for completing a task or a studying session This would result in a healthy balance between gaming and studying, which make it easier for learners to take advantage of the power of relaxing with games
3 Monitor screen time: Every mobile phone, nowadays, has the power to track the amount of time that one spent on each task within a day By limiting the time for screening, one can manage his or her time more effectively, allowing enough time for both entertaining and studying
4 Teach self-regulation: Students ought to be educated about the potential effects of excessive entertaining with video games on academic results, such as decreased attention and reduced study time Additionally, young players can be trained self-regulation skills to manage their time spent on gaming habits
39 more effectively It will encourage players to have time relaxing with their favorite actitivy while making right choices in order to balance gaming with other responsibilities
To effectively implement a short-term strategy, game designers should prioritize the in-depth development of hyper-casual games These games stand out due to their unique features, including brief play sessions, straightforward gameplay, and accessibility, making them ideal for users with limited time for gaming.
To effectively orient their marketing strategy, marketers must identify and target the most promising customer segments, particularly young users across various age groups, including those under 15, 15-24, and over 24 This segmentation allows for more precise tracking and analysis of each demographic Given that user acquisition primarily occurs through social media and advertisements, marketers should enhance their social media strategies by creating gaming communities, collaborating with key opinion leaders (KOLs) and influencers, and establishing dedicated fan pages for each game to facilitate updates and customer feedback Additionally, user acquisition executives should leverage major advertising networks like Facebook, Google Ads, Mintegral, and NetMarvel to effectively attract paid users.
Limitations and Recommendations for future research
The study surveyed 120 respondents at the Banking Academy of Vietnam, specifically targeting students from the Faculty of Foreign Language This focus may limit the findings' applicability to the wider population of young gamers in different countries or age groups Additionally, the research relies on self-reported data from students, which may introduce biases and inaccuracies.
The study's findings are limited due to its focus solely on young users familiar with the hyper-casual game genre, as it only utilized a quantitative method Consequently, it did not account for individuals who have yet to experience this gaming genre, which may restrict the overall analysis and insights derived from the report.
Further research involving collaboration with other game studios in Hanoi and major companies in Vietnam could provide valuable insights into user behavior and the factors influencing the decision to install and play hypercasual games Additionally, expanding the sample size and diversity is essential for enhancing the generalizability of the findings and for uncovering potential differences in perspectives among various smaller user groups.
This study employed descriptive analysis of quantitative data; however, future research should incorporate qualitative analysis to gain a more comprehensive understanding of the issues.
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The investigation into the impact of hyper-casual games on the academic results of young users at the Banking Academy reveals significant findings These games, characterized by their simple mechanics and easy accessibility, have been shown to influence students' focus and study habits While they provide entertainment and relaxation, excessive engagement can lead to decreased academic performance The study highlights the need for a balanced approach to gaming, emphasizing the importance of moderation to ensure that educational outcomes are not adversely affected.
Tuan, a senior majoring in Business English at the Banking Academy of Vietnam, is conducting a survey to gather data on the use of hyper-casual mobile games among users in Hanoi Hyper-casual games are characterized by their easy-to-play mechanics and typically free-to-play model, featuring minimalistic user interfaces Popular examples include Flappy Bird, Candy Crush Saga, Fruit Ninja, and Helix Jump.
The survey consists of 3 parts, you may need about 5 minutes to complete the survey
I assure you that all information shared will remain confidential and will solely be utilized for research purposes Your responses are crucial to the success of my graduation thesis, and I greatly appreciate your support.
Thank you so much for your help!
1 What is your gender? (Giới tính của bạn?)
2 Which age are you in? (Bạn nằm trong độ tuổi nào?)
3 What is your income range? (Lương của bạn là bao nhiêu?)
4 Have you ever played mobile games? (Bạn chơi game trên điện thoại bao giờ chưa?)
5 How often do you played mobile games? (Tần suất chơi game di động của bạn?)
6 Have you ever played hyper-casual games? (2048, Flappy Bird, Candy Crush Saga, Temple Run, Subway Surfers, My Talking Tom ) (Bạn đã từng chơi các tựa game phổ thông kể trên chưa?)
7 From what sources do you know these hyper-casual games? (Bạn biết đến những tựa game đó từ đâu?)
Part II - Attitude-related questions
Please read the following statements and choose the level that suits you according to
Vui lòng đánh giá các nhận định dưới đây bằng cách chọn mức độ phù hợp với bạn từ 1 đến 5, trong đó 1 là "Hoàn toàn không đồng ý", 2 là "Không đồng ý", 3 là "Trung lập", 4 là "Đồng ý" và 5 là "Hoàn toàn đồng ý".
1 Playing hyper-casual games is beneficial to my academic performance (Việc chơi game phổ thông bổ trợ cho việc học của tôi.)
2 Playing hyper-casual games make me feel relaxed (Chơi game phổ thông khiến tôi thấy thoải mái.)
3 Playing hyper-casual games is also a way to improve my cognitive ability (Chơi game phổ thông giúp tôi nâng cao khả năng nhận thức).
4 Hyper-casual games may help me develop perseverance and resilience to overcome obstacles, which can be applied in study
(Game phổ thông giúp tôi rèn luyện tính kiên trì để vượt khó trong nhiều hoàn cảnh, ví dụ như trong học tập)
5 I love hyper-casual games (Tôi rất thích chơi game phổ thông) A5
6 My performance is better when I play hyper-casual games (Tôi làm việc/học tập hiệu quả hơn sau khi giải trí bằng game phổ thông)
7 Playing hyper-casual games is a good way to improve reaction time and coordination
(Chơi game phổ thông là cách để tôi luyện phản xạ nhanh và phối hợp các giác quan)
8 Hyper-casual games are worth trying (Các tựa game phổ thông rất đáng để trải nghiệm) A8
1 My friends are also playing hyper-casual games (Bạn bè của tôi cũng chơi game phổ thông)
2 My friends encourage me to download and try hyper-casual games because it is fun (Bạn bè của tôi mời tôi tải và chơi thử bởi trò chơi rất vui)
3 I play hyper-casual games because my friends play, too (Tôi chơi game phổ thông bởi bạn tôi cũng thích chơi)
4 My friends choose hyper-casual games as a way to relieve stress (Bạn bè tôi chọn chơi game phổ thông để giảm căng thẳng)
5 My parents allow me to play hyper-casual games (Bố mẹ tôi tán thành việc tôi chơi game phổ thông)
Part IV – Perceived behavioral control
1 I can easily download and install hyper- casual games on app stores (Tôi có thể dễ dàng tải và cài đặt tựa game phổ thông trên chợ ứng dụng)
2 Hyper-casual games advertisements are everywhere so I can find easily (Các quảng cáo game phổ thông xuất hiện ở nhiều nơi mà tôi có thể dễ dàng tìm thấy)
3 I can easily get addicted to the genre, but I still choose to play whenever I want (Dù chơi game phổ thông dễ bị nghiện chơi nhưng tôi vẫn chơi khi tôi muốn)
4 Although playing hyper-casual games may decrease my study time , I still choose to play
(Tôi vẫn chơi game phổ thông mặc dù việc đó làm giảm thời gian học của tôi)
5 I can find new hyper-casual games by myself without friends request (Tôi tự tìm và tải game phổ thông mới mà không cần đến lời mời của bạn bè)
6 I have enough time to play hyper-casual games whenever I want (Tôi có đủ thời gian để chơi game phổ thông mỗi khi tôi muốn)
1 I will continue to play hyper-casual games in the future (Tôi dự định sẽ tiếp tục chơi game phổ thông trong tương lai)
2 I will recommend these games for my friends/classmates (Tôi dự định sẽ giới thiệu các tựa game phổ thông cho bạn bè)
3 I will play hyper-casual games whenever I want (Tôi dự định sẽ chơi game phổ thông mỗi lúc tôi có nhu cầu)
4 I will download and install more interesting hyper-casual games in the market (Tôi dự định sẽ tải và cài đặt những tựa game phổ thông mới trên thị trường)