Motivace hráčů počítačové hry World of Warcraft v České republice

This master’s thesis focuses on a group of players of the computer game called World of Warcraft. This computer game is a global phenomenon of videogame industry, and it is the most played videogame in its genre. It is specific for its time demanding gameplay. Organization and planning of dozens of players spanning from weeks to months is necessary for successful completion of the in-game content. The aim of the work is to identify the motivation of the long-term players of World of Warcraft in Czech Republic and determine key motivational features of this computer game. The method of qualitative research was conducted in a form of semi-structured interviews. The outcomes of this research show that the most important motivational factors are the social aspects of the game, in-game content supporting the creation of social bonds, trigger of feelings of joy, nostalgia, and a state of flow. The results of this work should provide additional information about the customers in Czech Republic for the company owning this computer game. Moreover, data presented in this work could be used for comparing customers from different countries.