The purpose of the present study was to investigate players' virtual experience gained from massive multi-player online role-playing games, and analyze the influence of virtual experience on player's customer loyalties. In addition, this study also examined whether players' demographic variables would cause significant differences in their virtual experience and customer loyalties. The survey was conducted on the Internet, with 461 valid participants. The analysis methods used in this study included: factor analysis, t test, ANOVA, and simultaneous regression. The results of this study showed that the virtual experience in online role-playing games consists of five types, namely game entertainment, game immersion, game aesthetics, virtual community, and virtual shopping. Customer loyalties were composed of two indicators: behavioral loyalty and attitudinal loyalty. Results also indicated that players' virtual experience in online role-playing game can positively predict their customer loyalties. Among these, game immersion, game aesthetics and virtual shopping were identified as the most influential of virtual experience factors on customer loyalty. In addition, it was found that male players paid more attention to virtual experiences in online role-playing games than females. Male players also expressed more customer loyalty than females.