Customer preferences in mobile game pricing: a service design based case study

Abstract

This article examines the service design of freemium game pricing. Freemium games are a type of game that is partially free to play, but its players are able to access various options by playing real money. The article increases knowledge of the usability of service design processes in the pricing of mobile games, as well as the understanding of central aspects of freemium pricing models from the perspective of user experience and customer value. Existing research shows that one major reason for failing freemium pricing models is the orientation for technology development, alongside poor content and too aggressive monetization, rather than customer experience. The article presents a process in which an alternative pricing model was developed for freemium games, through the use of service design workshops.

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Correspondence to J. Tuomas Harviainen.

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Harviainen, J.T., Ojasalo, J. & Nanda Kumar, S. Customer preferences in mobile game pricing: a service design based case study. Electron Markets 28, 191–203 (2018). https://doi.org/10.1007/s12525-018-0285-6

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Keywords

  • Case study
  • Games-as-services
  • Games design
  • Monetization
  • Service design

JEL classification

  • 3.050
  • 3.120
  • 3.290
  • 5.050
  • 5.110