Free-to-Play Marketing Strategy: Research and Evaluation

Abstract

The Free-to-Play model is a marketing strategy, a way of distributing games, where customers are allowed to install and get most of the experience without payment. The objectives of the thesis project were to combine available theory about the Freemium model and create a template for businesses to follow while acquiring the Free-to-Play strategy, as well as to describe typical customers and ways of monetization.

To prove validity and reliability of the theoretical information, quantitative and qualitative re-searches were conducted. Data gained through the questionnaires and the interview has brought light on the important factors that need to be taken into consideration during the launch of a Free-to-Play product.

The objectives of the present study are viewed as achieved. After analyzing of theoretical infor-mation and the results yielded by the survey on customers’ spending patterns, a customer profile was designed and ways of monetization were suggested. Another important outcome of the research work was a template which assists companies to avoid pitfalls while launching their products to the market. It was created by collecting all the required theoretical information and providing data collected from qualitative and quantitative studies.

The thesis research has brought plenty of useful information to work with and can be utilized for the future researches in the fields of Freemium marketing strategy, launching of apps/games on the market or building relationships with customers.