Beyond the Initial Hype: Understanding Post-Adoption Player Retention in Geolocation-Based Augmented Reality Games

Contemporary research on augmented reality (AR) games has focused largely on pre-adoption, with limited insight into post-adoption behaviour. This study addresses this gap by examining continuance intentions in geolocation-based AR games, which rely on location-driven interaction. Drawing on Uses and Gratifications (U&G) theory and Self-Determination Theory (SDT), we propose a framework explaining how psychological, social, and experiential factors shape continuance intentions. Data from 374 active players show that enjoyment is driven by escapism and social interaction, while enjoyment, achievement, and community involvement positively influence continuance intentions. Functional experience moderates these effects: less experienced players rely more on social interaction and achievement, whereas more experienced players derive enjoyment primarily from escapism. These findings extend post-adoption research by demonstrating how intrinsic motivations and user gratifications sustain engagement beyond initial novelty, and offer practical guidance for developers and marketers designing engaging and sustainable AR game experiences.