Effects of User Experience on Immersion and Intention to Play Augmented Reality Games

Abstract

Augmented reality (AR) mobile gaming saw massive popularity following Pokémon Go. However, many later entrant AR games have struggled with declining user retention over time. This study examines how certain user experience factors relate to immersion while playing AR games, and downstream impacts on intention to continue playing. An online survey was conducted with 214 experienced AR gamers. Results showed brand experience and user need fulfillment experience positively predicted immersion. Greater immersion subsequently showed positive effects on user confirmation, satisfaction, and ultimately intention to continue playing AR games. The findings provide developers useful guidance on elements of the user experience to focus on improving immersion and retention in this burgeoning category of mobile entertainment.