Freemium Mobile Gaming: Exploring the Missing Link Between Playing a “Free” Mobile Game and Paying For Its Premium Version

Abstract

Design/methodology/approach: A primary quantitative study was conducted using a structured questionnaire. To test our hypotheses across different cultures and increase the generalizability of our findings, we surveyed potential users of freemium mobile games in the UK and Singapore. Our final sample consisted of 295 users. Purpose: While a lot of research focus has been placed on mobile games, studies on the factors influencing the adoption of this form of entertainment do not distinguish between pay-to-play and freemium games. We argue that the freemium model, where the user downloads a stripped-down version of a game for free and pays for updates, requires distinct focus. Our research aims are to: a) explore the factors determining the adoption of freemium mobile gaming as a form of entertainment and b) identify the conditions under which the gap between intending to play freemium mobile games and making in-game purchases is created. Findings: Our study’s contribution to current research is twofold. Firstly, its findings reveal the factors determining the adoption of freemium mobile games using TAM. Secondly, our findings indicate the additional factors that bridge the gap between intention to play and intention to pay, namely loyalty with playing mobile games and perceived economic value. Originality/value: To our knowledge this is the first study exploring the factors determining the adoption of freemium mobile gaming as a form of entertainment and identify the conditions under which the gap between intending to play freemium mobile games and making in-game purchases is created.