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."