Exploring the key success strategy for mobile game developers: A distinguish between premium and freemium versions

Dinata, Hendra and Suryani, Erma and Purnomo, Jerry Dwi Trijoyo (2024) Exploring the key success strategy for mobile game developers: A distinguish between premium and freemium versions. Edelweiss Applied Science and Technology, 8 (6). pp. 1096-1108. ISSN 2576-8484

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Abstract

This study aims to investigate the most effective revenue-generating strategies for mobile game developers, particularly in choosing between premium and freemium versions since these two versions come with distinct characteristics. This study employed a qualitative approach, interviewing five gaming studio managers in Indonesia to analyze their experiences and strategies to manage activities at different phases of game development—pre-release and post-release—depending on their chosen monetization strategy. The findings indicate that premium game version developers demonstrate heightened activities during the pre-release phase, dedicating substantial efforts to advertising campaigns, customer engagement, and providing a game demo. In contrast, freemium game version developers exhibit increased activities in the post-release phase, primarily focusing on advertising campaigns, selling virtual items at low prices, giving virtual item rewards, and updating content. In conclusion, the optimal strategy for game developers depends on the version they pursue. Pre-release phases are critical for the success of premium game versions, while freemium versions require an ongoing focus in the post-release phase. These insights offer game developers direction on resource allocation and effort concentration according to their selected monetization strategy, hence facilitating revenue maximization and optimization of the game development process.

Item Type:	Article
Uncontrolled Keywords:	Developers, Freemium version, Mobile game, Premium version, Qualitative, Strategy
Subjects:	T Technology > T Technology (General)
Divisions:	Faculty of Engineering > Department of Informatic
Depositing User:	HENDRA DINATA - 210034
Date Deposited:	18 Oct 2024 01:48
Last Modified:	13 Nov 2024 02:31
URI:	http://repository.ubaya.ac.id/id/eprint/47306

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