Appeal and marketability in mobile MOBA character design

Abstract

In this thesis, character design was explored from a marketing standpoint with a focus on appeal. To explore the subject, the author examined MOBA games for their character and cosmetic design trends and principles. Mobile game platforms were taken into account in the process as well. This was due to the lucrative market they possess, and the possibility of adapting character design to better market to the platform. The study used both quantitative and qualitative methods to reach its objectives. For the qualitative methods, a visual analysis was done to identify common design trends in popular MOBA characters. For quantitative methods, two surveys were conducted. Based on these surveys, a character design concept was created with the purpose of appealing to the target audience. The study showed the importance of appeal in character design and the role it plays in marketing games. In addition, it was discovered that visual appeal is closely related to certain design principles, and that these principles correlate with the preferences of players.