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Will You Marry Me?: Research from the Marriage System in NetEase Games

Xinwei Chang (User Researcher, NetEase)

Location: Room 202, South Hall

Date: Friday, March 20

Time: 11:30am - 12:00pm

Pass Type: All Access Pass, Core+Summits Pass, Core Pass - Get your pass now!

Topic: Design

Format: Session

Vault Recording: TBD

Audience Level: All

In “A Chinese Ghost Story”, there are more than 1 million players who are or have married and the game witnessed nearly 2 million weddings.

This session will introduce the wedding system found in NetEase MMORPGs and explain how it mimics and differs from real-life Chinese marriage traditions. We will also share our qualitative and quantitative research, discuss the impact of the marriage system on the players’ behavior from a user research perspective, and discuss why the marriage system works in-game and what it brings to us.


Attendees will get an understanding of the form of Chinese wedding and the design of our in-game marriage system. And more importantly, attendees will learn about the reasons why players might engage in MMO marriages and the impact of the marriage system.

Intended Audience

This talk is primarily intended for game developers who are interested in in-game marriage systems or Chinese Wedding. MMORPGs developers may come away with more practical experience.