Through the azerothian looking glass: mapping in-game preferences to real world demographics.

Examining how in-game behavior preferences map onto real world demographics provides important empirically-derived insights into how to match game-based mechanisms to target demographic segments. Using behavioral and demographic data from 1,037 World of Warcraft players, we use multiple regressions to provide this mapping. Given current interest in "gamifying" applications, we believe these findings are relevant for both gaming and non-gaming research.