Monetization Strategies in Free-To-Play Mobile Games : Case: From The Bench
Goncharova, Elizaveta (2017)
Goncharova, Elizaveta
Lahden ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017101816148
https://urn.fi/URN:NBN:fi:amk-2017101816148
Tiivistelmä
Free-to-play mobile games are very popular amongst players because of their high accessibility. According to the Top Grossing chart in App Store, free-to-play mobile games dominate the chart of the most profitable mobile games in such regions as Russia, United States and Japan. Such statistics demonstrate that the free-to-play business model is very efficient in getting revenue. Therefore, it is an interesting subject to study. The aim of the thesis is to cover the topic of monetization strategies of free-to-play mobile games and find out how different mobile app monetization models affect each other in a free-to-play mobile game. The final goal is to provide improvement recommendation for the mobile game monetization strategy of the case company, From The Bench.
The author uses a deductive reasoning throughout the thesis and collects both quantitative and qualitative data. Secondary data is gathered from published materials, books, articles, previous studies and reliable Internet sources. Primary data is collected with an interview with the case company’s representative and an online survey conducted among mobile game players in order to understand their opinions about in-game monetization methods. The thesis includes such theories as mobile application concept, monetization of mobile apps, free-to-play games and ARM Funnel. SWOT analysis was used in order to evaluate mobile game monetization strategy in the case company.
The research findings prove that different monetization models may conflict with each other in one free-to-play mobile game. Also, due to the specificity of the audience, the case company can focus on the in-app purchase monetization model and partially remove in-app advertising from the mobile games. Taking into consideration the empirical findings and the theoretical analysis, the recommendations to the case company are provided.
The author uses a deductive reasoning throughout the thesis and collects both quantitative and qualitative data. Secondary data is gathered from published materials, books, articles, previous studies and reliable Internet sources. Primary data is collected with an interview with the case company’s representative and an online survey conducted among mobile game players in order to understand their opinions about in-game monetization methods. The thesis includes such theories as mobile application concept, monetization of mobile apps, free-to-play games and ARM Funnel. SWOT analysis was used in order to evaluate mobile game monetization strategy in the case company.
The research findings prove that different monetization models may conflict with each other in one free-to-play mobile game. Also, due to the specificity of the audience, the case company can focus on the in-app purchase monetization model and partially remove in-app advertising from the mobile games. Taking into consideration the empirical findings and the theoretical analysis, the recommendations to the case company are provided.