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How to increase revenue in Free-to-Play mobile games
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial Management.
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial Management.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The Free-to-play (F2P) model is the primary business model applied in indie mobile games nowadays. However, the fact that less than 5% of players are paying is still a big problem for developers. There is a theoretical gap in understandings of how to increase revenue without lowering the quality of the game and deliver more valuable and better gaming experience for players. Some assumptions and empirical methods need to be verified. The aim of this research is to understand a series of specific design and development questions of F2P games, including game inner mechanics, game structures, and monetization strategies. We attempted to find consensus between developers and players. In addition, this research also sought to find out how F2P mobile game can provide as a comprehensive service in order. It sought to find a sustainable and profitable business model for each game by integrating monetization organically inside of the game without sacrificing players’ enjoyment. We used a mixed methods research approach, including both interviews and surveys, to examine the opinions and behavior of developers and players based on the Acquisition-Retention-Monetization funnel.

Place, publisher, year, edition, pages
2018. , p. 60
Series
TRITA-ITM-EX ; 2018:338
Keywords [en]
Mobile games, In-app purchase intention, free-to-play, pay-to-play, purchase behavior, game apps, business model, revenue models, business model innovation, business sustainability
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:kth:diva-240676OAI: oai:DiVA.org:kth-240676DiVA, id: diva2:1274717
Presentation
2018-06-13, 00:00 (English)
Supervisors
Examiners
Available from: 2019-01-02 Created: 2019-01-02 Last updated: 2019-01-02Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf