Avatar customization systems enable players to represent themselves virtually in many ways. Research has shown that players exhibit different preferences and motivations in how they customize their avatars. In this paper, we present a data-driven analytical approach to modeling player behavioral patterns exhibited during the avatar customization process. We used our data mining tool \textit{AIRvatar} to analyze telemetry data obtained from 190 players using an avatar creator of our own design. Using non-negative matrix factorization (NMF) and N-gram models, we demonstrate how our approach computationally models behavioral patterns exhibited by players such as "regular shopping," "engaged shopping," or "bored browsing". Our models obtained significant effect sizes (0.12 <= R^2 <= 0.54) when validated with multiple linear regressions for players' time spent engaging in activities within the avatar creator. The NMF model had comparably high performance and ease of interpretation compared to control models.

We encounter the results of category formation every day, from demographic categories like race and gender, to role-playing-game classes like "fighter" or "mage". Category membership is often not simply based on the possession of discrete properties but instead constructed from and reflect the highly nuanced relationships (gradience) between members and best-example individuals called "prototypes". In this paper, we present The Marginal, an artificial intelligence (AI)-driven game that (1) computationally models the cognitive categories that players develop when customizing videogame avatars and (2) generates challenges for players to use their perception of visual, textual, and numerical data to progress in a game created using these models. We use archetypal analysis, an AI clustering approach for identifying boundary points in data, to generate tasks in The Marginal for its gameplay. It shows how AI can be combined with games to model and evaluate cognitive  categorization phenomena.

Videogame avatars provide an expressive avenue for players to represent themselves virtually. Research has shown that these avatars, while virtual, can reveal aspects of players' identities, along with physical, social, and cultural values of the real-world. In this paper, we present an approach for modeling player values through their avatars using artificial intelligence (AI) clustering techniques. In a study with 191 participants who created avatars using our system, we provide a thorough comparison of the techniques across numerical, textual, and visual data. Our findings showed that these data structures can effectively reveal players' values and preferences, such as conforming to stereotypes of character roles using statistical attributes, modeling nuances in text descriptions of avatars, and identifying "best-example" (prototypical) avatar appearances that players can be quantitatively shown to conform to. Our findings suggest that AI clustering approaches can be used to model players to yield insight into implicitly held values in a data-driven manner through virtual avatars.