Forbes features UB study on how to keep online gamers engaged

Larry Sanders, professor of management science and systems in the School of Management, was interviewed for a Forbes feature story about his research on Massively Multiplayer Online Role-Playing Games (MMORPGs). Among his comments, Sanders said, "Research on loyalty has found that increasing customer retention by as little as 5 percent can increase profits by 25 to 95 percent. So for the developers who create these games, finding gameplay styles that keep players coming back is key to building a successful MMORPG--and business."

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