Abstract

This article issues an introductory argument that codesign techniques can bridge theory and practice for online game designs, by providing content and methodological knowledge that guides the design process. To address the complexity and challenges of online game designs, a game designer should adopt new approach that is suitable for individual consumers and rely on consumer codesign efforts to transform users’ perceptions into online game elements. This study suggests a unique method that enables managers to understand new online game service codesign structures and make service design decisions that integrate optimum individualized designs.

Key words: Codesign, online games, innovation, massive multiplayer online role-playing games (MMORPGs).