The Effects of Self-Learning Generative AI NPCs on Player Game Immersion and Loyalty: The Mediating Role of Game Immersion

Abstract

With the growing use of generative artificial intelligence in digital games, whether AI-driven non-player characters (NPCs) can improve player experience and further shape continued play intention has become an important question for game design and user research. This study examines whether self-learning generative AI NPCs influence game loyalty through game immersion. A quasi-experimental between-subjects design and a retrospective questionnaire were used to compare players who had interacted with self-learning generative AI NPCs in the past three months with players who had only interacted with traditional scripted NPCs. Based on 195 valid responses, the AI NPC group reported significantly higher game immersion and game loyalty than the traditional NPC group. Mediation analysis using PROCESS Model 4 further showed that game immersion significantly mediated the relationship between NPC type and game loyalty. The findings suggest that the value of generative AI NPCs lies not only in the technology itself, but also in whether adaptive and natural interaction can enhance immersion and thereby relate to continued play and recommendation intention. Given the non-random grouping and self-reported data, the findings should be interpreted cautiously.