The Effect of Use, Overuse, and Appeal of Mobile Game App on Add-Ons Purchases and Players Recruitment

Even though the mobile games industry has grown substantially over the last few years, one permanent challenge which remains is to monetize it and to continue reaching new players. Current players contribute to this aim by purchasing mobile game accessories and by recruiting players. The current wor...

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Bibliographic Details
Published in:Journal of organizational and end user computing 2021-03, Vol.33 (2), p.59-84
Main Authors: San-Martín, Sonia, Camarero, Carmen, Jiménez, Nadia, San José, Rebeca
Format: Article
Language:English
Subjects:
Electronic games
Industry hiring
Mobile gaming
Players
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Summary:Even though the mobile games industry has grown substantially over the last few years, one permanent challenge which remains is to monetize it and to continue reaching new players. Current players contribute to this aim by purchasing mobile game accessories and by recruiting players. The current work analyses how the present use of the game and its appeal contribute to these behaviors. Results with information obtained from a sample of app gamers show that using a game app can have positive effects on recruitment, a notion reinforced when the level of performance rises, while overuse of the game app may lead to a feeling of addiction or shame that reduces new player recruitment. In addition, the game's perceived appeal (experiential value, procedural justice, and prestige) are also related with investing in new products and with recruitment.
ISSN:1546-2234
1546-5012
DOI:10.4018/JOEUC.20210301.oa4