Convergence of Reality and Virtuality : How Virtual Realism Transforms Player Experience and Behavior in Virtual Reality Massively Multiplayer Online Games

Virtual reality is developing rapidly in the massively multiplayer online game segment. While virtual reality is transforming the player experience, the study of its influence on the loyalty and recommendation behavior of players of massively multiplayer online games and virtual reality is, to our knowledge, unexplored empirically. However, these marketing variables are essential to ensuring sustainable revenues for business models in the video game industry that invest in this disruptive technology. This research proposes that the affordances of virtual reality influence the experience (enjoyment and flow) and, through a mediating effect, player's loyalty and intention to recommend. We also assume that this process varies depending on the type of environment (realistic vs. not realistic). A multi-group partial least squares structural equation modeling approach (n = 560) highlights that, through its affordances, virtual reality is a driver of value creation. It enhances the player's enjoyment and flow, increases their satisfaction, and accentuates their loyalty and intention to recommend the game. This process is also more significant in the context of a realistic massively multiplayer online game in virtual reality. Our study makes new and interesting theoretical contributions and suggests useful managerial implications for professionals in the massively multiplayer online game sector.