Playful gender swapping: user attitudes toward gender in MMORPG avatar customisation

Avatar gender is a basic element of an MMORPG user's identity. Gender customisation in a virtual space is an expansion of identity, an attempt to express oneself in more diverse ways. A survey showed that numerous users manage gender-swapped avatars, and men in particular prefer using female avatars. This study analysed user attitudes toward gender using a Q methodology. In the process, it confirmed the generalisations and motivating factors of gender swapping. The advanced graphic technology and high degree of freedom available in recent MMORPGs has led to an increased demand for avatar physical qualities, and the motives that underlie gender selection have become more diverse and complex. In particular, the notion of experimental and playful creation through customisation has been illuminated and treated as the core consideration of game design.