What is it about?
95% of mobile gamers play for free, while the high-rollers account for 70% of the global IAP revenue. This study uses qualitative thematic analysis to identify recurring themes in mobile game app user reviews. Based on the findings, we argue that IAP spending is impulsive, and apps are often perceived to have an aggressive monetization strategy that exploits that impulse.
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Why is it important?
We highlight the concept of aggressive monetization and how the perception of aggressive monetization affects the willingness to spend money on in-app purchases. This point is important for digital marketing to highlight the sustainability issues that plague digital business models with the characterization of aggressive monetization. Thus, an aggressive monetization strategy might generate short-term profit, but a moderate monetization strategy might generate more long-term profit by reducing users' unwillingness to spend money.
Read the Original
This page is a summary of: To pay or not to pay: understanding mobile game app users' unwillingness to pay for in-app purchases, Journal of Research in Interactive Marketing, November 2021, Emerald, DOI: 10.1108/jrim-02-2021-0053.
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