This research identifies User Interface (UI) and User Experience (UX) as key factors influencing Malaysian participation in mobile video games. It aims to determine which aspects of UX motivate Malaysians to play and how various UI features affect their engagement. A quantitative approach is used to collect primary data. The findings reveal that clear navigation, character design, colour theme, and background music are significant UI elements that encourage player participation. For UX, loading time, responsive layout, and streamlined interface are crucial. The study highlights the equal importance of UI and UX in enhancing engagement among Malaysian gamers, providing valuable insights for game developers and designers to improve the gaming experience.
Adobe. (2020, May 29). Human Computer Interaction (HCI) | Design & Learn | Adobe XD. Ideas. https://xd.adobe.com/ideas/principles/human-computer-interaction/\
Downs, E., & Smith, S. L. (2010). Keeping abreast of hypersexuality: A video game character content analysis. Sex roles, 62(11), 721-733.
Adobe. (2021, July 1). The 4 Golden Rules of UI Design | Adobe XD. Ideas. https://xd.adobe.com/ideas/process/ui-design/4-golden-rules-ui-design/
Apuke, O. D. (2017). Quantitative research methods: A synopsis approach. Kuwait Chapter of Arabian Journal of Business and Management Review, 33(5471), 1-8.
Bowman, N. D., Pietschmann, D., & Liebold, B. (2017). The golden (hands) rule: Exploring user experiences with gamepad and natural-user interfaces in popular video games. Journal of Gaming & Virtual Worlds, 9(1), 71-85.
Cohen, L., Manion, L., & Morrison, K. (2002). Research methods in education. routledge.
Fitts, P. M. (1954). The information capacity of the human motor system in controlling the amplitude of movement. Journal of experimental psychology, 47(6), 381.
Indeed Editorial Team. (2020, February 5). What Is User Interface (UI)? indeed.com. https://www.indeed.com/career-advice/career-development/user-interface
ISO. (2019). ISO 9241-210:2019 Ergonomics of human-system interaction. ISO - International Organization for Standardization. https://www.iso.org/standard/77520.html
Jung, H., Kim, H. J., So, S., Kim, J., & Oh, C. (2019, May). Turtletalk: an educational programming game for children with voice user interface. In Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems (pp. 1-6).
Marcus, A. (2002). Dare we define user-interface design? Interactions, 9(5), 19–24. https://doi.org/10.1145/566981.566992
Sarsam, S. M., & Al-Samarraie, H. (2018). A first look at the effectiveness of personality dimensions in promoting users’ satisfaction with the system. Sage Open, 8(2), 2158244018769125.
Usability.gov. (n.d.). Retrieved November 10, 2022, from User Interface Design Basics. https://www.usability.gov/what-and-why/user-interface-design.html
Uuskoski, O. (2011). Playing video games: A waste of time... or not?: Exploring the connection between playing video games and English grades.
Ji, Z., Huang, W. H., & Zhang, X. (2018). Design and implementation of a game interface interaction on smartphone. Journal of Intelligent & Fuzzy Systems, 34(2), 923-931.
Statista. (2022, November 11). Number of video gamers worldwide 2017-2027. https://www.statista.com/statistics/748044/number-video-gamers-world/
Huizinga, J. (2014). Homo ludens: A study of the play-element in culture. Routledge.
Shneiderman, B., Plaisant, C., Cohen, M. S., Jacobs, S., Elmqvist, N., & Diakopoulos, N. (2016). Designing the user interface: strategies for effective human-computer interaction. Pearson.
Delage, S. (2018). Is the IKEA place augmented reality app a success. http:// www.moonshotio.com/2018/06/07/ikea-place-augmented-reality-appsuccess/
Petit, O., Velasco, C., & Spence, C. (2019). Digital sensory marketing: Integrating new technologies into multisensory online experience. Journal of Interactive Marketing, 45, 42-61.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73–93.
Kandaurova, M., & Lee, S. H. M. (2019). The effects of Virtual Reality (VR) on charitable giving: The role of empathy, guilt, responsibility, and social exclusion. Journal of Business Research, 100, 571-580.
Wu, J., & Liu, D. (2007). The effects of trust and enjoyment on intention to play online games. Journal of electronic commerce research, 8(2).
Hsu, C. L., & Lu, H. P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & management, 41(7), 853-868.
Park, S. Y. (2009). An analysis of the technology acceptance model in understanding university students' behavioral intention to use e-learning. Journal of Educational Technology & Society, 12(3), 150-162.
Ahn, T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & management, 44(3), 263-275.
Yalçin, M., Eren-Erdo?mu?, I., & Dem?r, ?. (2009). Using Associations To Create Positive Brand Attitude For Generation Y Consumers: Application In Fashion Retailing. Suleyman Demirel University Journal of Faculty of Economics & Administrative Sciences, 14(2).
Kramer, A., Dettmers, C., & Gruber, M. (2014). Exergaming with additional postural demands improves balance and gait in patients with multiple sclerosis as much as conventional balance training and leads to high adherence to home-based balance training. Archives of physical medicine and rehabilitation, 95(10), 1803-1809.
Hong, Y. C., Al-Nahari, A. Y. Y., Mohamad, N., & Yao, D. N. L. (2025). Revealing the Charm of UI and UX: Malaysian Engagement in Mobile Games. International Journal of Academic Research in Business and Social Sciences, 15(1), 790–799.
Copyright: © 2025 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
