Abstract: "An empirical model of player motivations in online games provides the foundation to
understanding and assessing how players differ from one another and how motivations of play
relate to age, gender, usage patterns and in-game behaviors. In the current study, a factor
analytic approach was used to create an empirical model of player motivations. The analysis
revealed 10 motivation subcomponents that grouped into 3 overarching components
(Achievement, Social, and Immersion). Relationships between motivations and demographic
variables (age, gender, and usage patterns) are also presented."<p>Nick Yee has run the Daedalus Project for years. I know and like it for its insight into the demographics of MMO players: <a href="http://www.nickyee.com/daedalus/" rel="nofollow">http://www.nickyee.com/daedalus/</a>