Fortes Tondello, GustavoWehbe, Rina ReneeOrji, RitaRibeiro, GiovanniNacke, Lennart2018-09-042018-09-042017-10-15http://dx.doi.org/10.1145/3116595.3116629http://hdl.handle.net/10012/13713© Owners/Authors, 2017. This is the author's version of the work. It is posted here for your personal use. Not for redistribution. The definitive Version of Record was published in CHI PLAY '17 - Proceedings of the Annual Symposium on Computer-Human Interaction in Play.Player preferences for different gaming styles or game elements has been a topic of interest in human-computer interaction for over a decade. However, current models suggested by the extant literature are generally based on classifying abstract gaming motivations or player archetypes. These concepts do not directly map onto the building blocks of games, taking away from the utility of the findings. To address this issue, we propose a conceptual framework of player preferences based on two dimensions: game elements and game playing styles. To investigate these two concepts, we conducted an exploratory empirical investigation of player preferences, which allowed us to create a taxonomy of nine groups of game elements and five groups of game playing styles. These two concepts are foundational to games, which means that our model can be used by designers to create games that are tailored to their target audience. In addition, we demonstrate that there are significant effects of gender and age on participants’ preferences and discuss the implications of these findings.enGames User ResearchGame ElementsPlayer TypesConference Paper