MBM Thesis Explores How Age and Income Shape Player Engagement in Early Access Games
MBM Thesis Explores How Age and Income Shape Player Engagement in Early Access Games
MBM Thesis Explores How Age and Income Shape Player Engagement in Early Access Games
Joshua Redmond Analyses How Demographic Factors Influence the Co-creation Model in Gaming
As video games continue to grow into one of the world’s most dynamic industries, new development models are transforming how players and creators interact. One of these, known as Early Access, allows developers to release unfinished games to the public, inviting players to test, critique and help shape the final product. But who engages most with this model, and why?
That question guided Joshua Logan Redmond, a Wittenborg MBM graduate in Entrepreneurship & Innovation. His master’s thesis, “Age and Income Effects on Engagement for Early Access Games,” investigates how demographic factors influence the way players participate in this evolving form of game development.
“I’ve always wanted to work in the video game industry, especially in the startup and small business space. This topic seemed like a great opportunity to expand the industry’s general knowledge in a way that would benefit those businesses the most,” the graduate explained.
Using a quantitative approach, Joshua surveyed 449 respondents who had purchased Early Access games on Valve’s Steam platform, complemented by data from industry sources. His research analysed how age and income relate to engagement levels, defined primarily by how long and how deeply players interact with Early Access titles. The study also examined five mediating factors: player motivation, game design and experience, developer engagement, development lifecycle and social environment.
The findings showed that age was the most significant predictor of engagement, while income played a far lesser role. “Younger players made up the majority of Early Access users,” Joshua found, “but those aged 35 to 44 actually played the most.” Players with higher incomes also tended to spend slightly more time in-game, but the difference was not statistically significant.
Engagement, Joshua noted, was strongly tied to motivation fulfilment and active developer communication. Frequent updates from developers kept players invested, while long development cycles without meaningful progress tended to reduce enthusiasm. “It really highlighted how important communication is. When developers keep their community informed and involved, it sustains engagement, even when the game is still evolving,” he said.
Beyond contributing to academic literature, the study offers practical guidance for smaller studios. Joshua’s analysis suggests that indie developers should focus on understanding what drives their audience and maintaining consistent communication to keep that audience engaged throughout the development process.
Reflecting on his experience at Wittenborg, Joshua said he valued the chance to apply a business framework to an industry he’s passionate about. “I really enjoyed getting to dig deep into an industry I’ve been a customer of for years. Looking at something familiar with the critical eye I developed at Wittenborg was an excellent experience.”
Joshua now hopes to launch his own business in the gaming sector, applying the insights gained from his research. To current Wittenborg students, he offers practical advice: “Consistency is key. Even doing a little bit each day prevents you from rushing. Listen to feedback, let it improve your work; but don’t be afraid to stand by your ideas when you believe in them.”
WUP 13/05/2026
by Ulisses Sawczuk
©WUAS Press
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