The first report from a grad school research project published by Ohio State University and GAMA has been posted on the Wargamer Website, and it provides interesting analysis of what motivates hobby gamers.  Online surveys were collected from roughly 3500 gamers, who were grouped according their favorite game into fantasy RPG, war miniature game, board wargame, and Euro board game groups.  They didn't get enough of a sample for CCG or CMG players, probably because of the ways the survey was distributed.

The real focus of the study was the motivations of gamers.  They found two motivational factors that were important to all of the gamer groups studied.  And they also discussed the motivational differences between the types of gamers.

The motivational factors (which were each broken down into a number of components) that crossed over all gamer groups were 'Discovery Narrative' and 'Creative Control.'  Each group had at least four factors that were significant, two or more of which were not in common. 

In addition to the two above, board wargamers were motivated by 'the Challenge of Playing, 'the Exciting Alternative,' 'Catalyst for Socializing,' and 'Pleasurable Immersion;' but not 'Competition with Peers.'     

Miniature wargamers added 'the Challenge of Playing, 'the Exciting Alternative,' and 'Pleasurable Immersion' to the two in common; but not 'Catalyst for Socializing' or 'Competition with Peers.'

Fantasy RPG players were motivated by 'the Challenge of Playing,' 'the Exciting Alternative,' 'Catalyst for Socializing,' and 'Competition with Peers' in addition to the two factors in common with other gamers; but not 'Pleasurable Immersion'

And Euro-boardgamers were motivated by 'Catalyst for Socializing,' and 'Competition with Peers' in addition to the two factors in common with other gamers; but not 'Challenge of Playing,' 'the Exciting Alternative,' or 'Pleasurable Immersion.'

Much more detail is available from the full report.  They plan to publish additional results in future articles. 

Understanding the motivations of gamers can help retailers merchandise, manage hand-selling, and organize events more successfully.