Analyzing Viewer Motivations and Engagement in Game Live Streaming Through Eye Tracking

The purpose of designers developing games is to create experiences. However, with the development of technology, people have a new choice of playing games - watching Game live Streaming. The live broadcast industry has developed rapidly in recent years. It combines game screens, chat rooms, and live host video viewing methods, allowing viewers to interact with live host and other audiences while enjoying the game process. Therefore, this study wants to explore what makes live viewers choose to watch others play games instead of playing games themselves, and how different types of viewers have different viewing experiences in the live viewing process. This research focuses on the audience, adopts an experimental method to record the process of subjects watching the live action with an eye tracker, and cooperates with the viewing motivation scale and the game experience questionnaire. Through follow-up interviews, explore the viewing behavior of different types of audiences, trying to understand what elements in the live game catch the audience's attention. The results show that the motivation for social interaction can clearly distinguish the audience's attention allocation on the game screen and the chat room, showing that the chat room is very important to the audience with this motivation; The motivation to acquire new knowledge will allow the audience to pay more attention to the game screen to receive more new information. Finally, this study also presents suggestions based on the results as a reference for follow-up research and live game management methods.