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

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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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Authors and Affiliations

  1. Hanken School of Economics, Arkadiankatu 22, 00100, Helsinki, Finland

    J. Tuomas Harviainen

  2. Laurea University of Applied Sciences, Vanha maantie 9, 02650, Espoo, Finland

    Jukka Ojasalo

  3. Rovio Entertainment Ltd., Keilaranta 7, 02150, Espoo, Finland

    Somasundaram Nanda Kumar

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  1. J. Tuomas Harviainen
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  2. Jukka Ojasalo
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  3. Somasundaram Nanda Kumar
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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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