ABSTRACT
The mobile game industry is an industry that is growing rapidly in the world as well as in Indonesia itself in line with the development of current technology. The purpose of this study is to determine the influence of personal values and UTAUT model factors that can affect the behaviour of mobile game users, profiling factors of personal values and UTAUT in each long-playing segment of mobile game users in Indonesia, namely the duration of play is less than 1 hour, 1–3 hours, and more than 3 hours. This study uses the MANOVA analysis method and descriptive statistics with the questionnaire data collection method to 400 respondents. The results found that here were no differences in the average of 9 factors in the personal values and UTAUT factors. Suggestions for the mobile game industry are to create strategies that are tailored to the characteristics of game old segment.
