Abstract
In the modern world, the video game industry has become an integral part of entertainment and is becoming increasingly popular and large-scale. By competently developing a strategy for creating a game and highlighting priorities, companies may be able to increase customer satisfaction and, as a result, customer retention. This research aims to determine the impact of videogame elements on consumer retention in Massively Multiplayer Online Games. The research results revealed that an audio-visual group of elements provides the highest impact on the first impression of the casual player segment, while a content group of elements provides the highest impact on the first impression of the hardcore player segment. Insights from the research results might be applied by companies creating games and seeking to enhance customer retention.