Augmented Reality Gaming Experience: Assessing Satisfaction Level Towards Post Event Behavior for MARA 1.0

The proliferation of Augmented Reality (AR) technology has significantly transformed the gaming industry by merging digital content with the physical environment. This study focuses on assessing player satisfaction and subsequent behaviors in response to Mission AR Apocalypse (MARA) 1.0, an AR game designed to enhance educational engagement for Universiti Teknologi MARA (UiTM) students. Developed amidst the COVID-19 pandemic by UnBound Malaysia, this game aims to provide an enriching experience through the integration of educational content within an AR framework. This research investigates four primary factors influencing player satisfaction: immersion and visual experience, ease of use and controls, game content and storyline and technical performance. Utilizing a correlational research design, data were collected from 503 students across 15 UiTM branches via structured questionnaires. The study employs Net Promoter Score (NPS) to measure satisfaction levels and their impact on post-event behaviors, such as the intent to recommend and continue using the game. Findings indicate a high level of satisfaction with immersion and visual experience, ease of use, and game content, though technical performance showed mixed results. These results support the hypotheses that immersive, visually rich AR games with user-friendly controls and engaging content enhance player satisfaction and recommendation intentions. The study concludes that while the majority of players are satisfied, there are areas for improvement, particularly in technical performance, to ensure a more seamless and enjoyable gaming experience. These insights are crucial for developers and educators aiming to optimize AR applications for educational purposes.