Understanding esports player preferences: which self-definitional needs drive their satisfaction?

Purpose Esports is emerging as a global sensation, yet its distinctive nature complicates our understanding of players' motivations. This study leverages self-hierarchy and self-determination theories to examine the motivations that define players at individual, relational, and community levels, seeking to identify which motivations are most valued. Design/methodology/approach A mixed-method approach was employed, focusing on Honor of Kings esports players in China to explore the answers to the research questions. First, semi-structured interviews were conducted to uncover self-definitional motivations at various levels. Second, a quantitative study was conducted with 607 regular Honor of Kings players to empirically examine the effects of the identified motivations on satisfaction. Findings The qualitative and quantitative data results reveal that self-efficacy and self-worth at the individual level, recognition and emotional attachment from close others at the relational-self level, and cocreation and belongingness at the collective level positively influence game satisfaction. More importantly, self-definitional motivations at the relational level are valued the most. Additionally, identification with a game character moderates the effects of self-definitional motivation at the collective level and emotional attachment at the relational-self level. Originality/value This research delves into players' motivations for engaging with Honor of Kings, anchored in self-hierarchy and self-determination theories. It uncovers that motivations rooted in different aspects of self-identity have distinct associations with players’ satisfaction level. This suggests a vital strategy for game designers and operators to adopt: to enhance player satisfaction, they should specifically address and emphasize the aspects of self-identity that matter most to their audience.