As the gaming industry continues to grow in significance, developing globally competitive games requires, first and foremost, a deep understanding of consumers who enjoy online games, along with a systematic investigation of how they enjoy games and why they find certain games more appealing. Accordingly, this study aimed to examine, based on a body of psychological research suggesting that the type and degree of stimulation sought may differ across individuals, whether the antecedents influencing customer loyalty in online games vary according to users' sensation-seeking tendencies. The results showed that the word-of-mouth effect on loyalty was not influenced by users' sensation-seeking tendencies. However, the experience of flow was found to have differential effects on online game loyalty depending on sensation-seeking tendencies. Specifically, in the group with low sensation-seeking tendencies, the effect of flow was significant, whereas in the group with high sensation-seeking tendencies, the effect of flow on loyalty was not significant. This suggests that the flow experience of individuals with high sensation-seeking tendencies may arouse curiosity about new alternatives, potentially leading to switching to other games. Therefore, online game companies need to continuously adjust the antecedents of flow experience (e.g., sense of challenge) according to game users' sensation-seeking tendencies, and it is concluded that they can maintain online game users' loyalty by systematically supporting community activities to maximize word-of-mouth effects.