For many games the creation of a players avatar is very important. This power of creation given to the players means that they can create a character similar to themselves, making it feel like it’s them in the game and not a non-custom (or very little customization) character. This power over the appearance of the main character is very popular among adventure RPG games like Fallout and Elder Scrolls: Skyrim. This level of character customization gives the player a sense of more control over the game due to the character being to their preference in appearance (skin tone, hair colour and style, eye colour, clothing) and also the name of character, also in some games they can choose the characters skill set and build their character up with the skill they want.
with this freedom of character creation, players feel more involved with the story line and game play, resulting in a more positive view on the game. Character creation also means players would be more likely to replay the game with a new character and skill set to see how different the game play can be (some missions/quest requiring different skills at certain levels, which results in them either being easier or more challenging depending on characters skill set).
Marcus Carter, Avatars, Characters, Players and Users: Multiple Identities at/in Play (2012). (Accessed 13th January 2014). Available at: http://marcuscarter.com/wp-content/uploads/2012/12/p068-071.pdf
Jaimie Madigan, The Psychology of Video Game Avatars (2013). (Accessed 13th January 2014). Available at: http://www.psychologyofgames.com/2013/11/the-psychology-of-video-game-avatars/