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Measuring and forecasting mobile game app engagement

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  • Rutz, Oliver
  • Aravindakshan, Ashwin
  • Rubel, Olivier

Abstract

Monetization strategies in the large and strongly growing mobile app space must go beyond traditional purchase revenue as most mobile apps are now free to download. One key marketing innovation allows mobile app publishers to monetize ongoing engagement — in-app advertising.

Suggested Citation

  • Rutz, Oliver & Aravindakshan, Ashwin & Rubel, Olivier, 2019. "Measuring and forecasting mobile game app engagement," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 185-199.
    • Handle: RePEc:eee:ijrema:v:36:y:2019:i:2:p:185-199
    DOI: 10.1016/j.ijresmar.2019.01.002
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    References listed on IDEAS

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    Cited by:

    1. Gelbrich, Katja & Hagel, Julia & Orsingher, Chiara, 2021. "Emotional support from a digital assistant in technology-mediated services: Effects on customer satisfaction and behavioral persistence," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 176-193.
    2. Appel, Gil & Libai, Barak & Muller, Eitan & Shachar, Ron, 2020. "On the monetization of mobile apps," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 93-107.
    3. Bashirzadeh, Yashar & Mai, Robert & Faure, Corinne, 2022. "How rich is too rich? Visual design elements in digital marketing communications," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 58-76.
    4. Henkens, Bieke & Verleye, Katrien & Larivière, Bart, 2021. "The smarter, the better?! Customer well-being, engagement, and perceptions in smart service systems," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 425-447.
    5. Kim, Hwang & Rao, Vithala R., 2022. "The role of network embeddedness across multiple social networks: Evidence from mobile social network games," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 867-887.
    6. Abbasi, Ghazanfar A & Jagaveeran, Mahavithya & Goh, Yen-Nee & Tariq, Beenish, 2021. "The impact of type of content use on smartphone addiction and academic performance: Physical activity as moderator," Technology in Society, Elsevier, vol. 64(C).
    7. Enache, Andreea & Friberg, Richard & Wiklander, Magnus, 2023. "Demand for in-app purchases in mobile apps—A difference-in-difference approach," International Journal of Industrial Organization, Elsevier, vol. 88(C).
    8. Wondwesen Tafesse, 2023. "The differential effects of developers’ app store strategy on the performance of niche and popular mobile apps," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 317-330, September.

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    Keywords

    Mobile; Games; Usage behavior; Apps;
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