The Impact of Gestalt Principles on Mobile Game Preference: An AHP-Based Evaluation

Abstract

This study explores the role of Gestalt principles in optimizing Cost-Per-Install (CPI) estimation for mobile game advertising. Focusing on continuity, closure, and proximity, alongside sub-criteria such as color variation, geometric arrangement, and text layout, we evaluated the effectiveness of CPI videos. Using the Analytical Hierarchy Process (AHP), decision-makers first evaluated the principles’ effect on video attractiveness and visual appeal, then relative weights were combined with expert ratings to get a Utility degree for three alternative videos of 20 mobile games. Results showed that the combination of Gestalt principles and AHP enhances user engagement in CPI videos, achieving high accuracy in identifying the most effective videos when compared with actual CPI values. The research contributes to the role of Gestalt principles in mobile app design and provides a robust and systematic approach for evaluating and improving the design of CPI videos in the mobile gaming industry.