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Though the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study, therefore, aims to explore pop-up ads as an important tool to prompt gamer-perceived advertisement value and their subsequent intent to install the advertised videogame.

To frame the analyses, the authors adopt and extend Ducoffe’s advertising value model by incorporating the visual/audio aesthetic videogame components that are largely overlooked in prior research. Using a self-administered survey, data were collected from 321 online gamers. The authors tested the model by using partial-least-squares-based structural equation modeling (PLS-SEM).

The results indicate that pop-up ad-related incentives, entertainment, credibility, personalization, audio aesthetics and irritation significantly affect user-perceived ad value. In turn, perceived ad value was found to affect players’ intent to install the advertised videogame.

Though the findings corroborate the importance of pop-up ads being perceived as informative and/or entertaining, they also emphasize the value of personalized ads, ad-related incentives and audio aesthetic, which impact gamers’ intent to install the advertised videogame.

This study advances managerial understanding of videogame-based services, which is expected to be particularly useful for freemium-based videogame marketers and developers.

By extending Ducoffe’s model of advertising value, the authors apply the proposed framework in the online videogaming-based pop-up ad context, and explore the effect of user-perceived pop-up ad value on their intent to install the advertised videogame.

Chronic consumption practice has been greatly accelerated by mobile, interactive and smartphone gaming technology devices. The purpose of this paper is to explore how chronic consumption of smartphone gaming produces positive coping practice.

Underpinned by cognitive framing theory, empirical insights from 11 focus groups (n=62) reveal how smartphone gaming enhances positive coping amongst gamers and non-gamers.

The findings reveal how the chronic consumption of games allows technology to act with privileged agency that resolves tensions between individuals and collectives. Consumption narratives of smartphone games, even when play is limited, lead to the identification of three cognitive frames through which positive coping processes operate: the market-generated, social being and citizen frames.

This paper adds to previous research by providing an understanding of positive coping practice in the smartphone chronic gaming consumption.

In smartphone chronic gaming consumption, cognitive frames enable positive coping by fostering appraisal capacities in which individuals confront hegemony, culture and alterity-morality concerns.

A rarely discussed type of indulgence good is “virtual” goods featured in freemium games, one of the most important platforms for online retailing. The freemium business model becomes popular amid the growth of mobile games and smartphones. The purpose of this research is to look into the factors that influence the intention to play freemium games and purchase in-game virtual goods, as well as to compare male and female millennial gamers in Indonesia, Southeast Asia's largest mobile gaming market. This research discusses the phenomenon in the context of compensatory consumption.

This quantitative research used an online questionnaire for data collections. A total of 275 millennial mobile gamers were selected via purposive sampling. In total, there are six factors incorporated in this research: utility, self-indulgence, social interaction, competition, the intention to play freemium games and the intention to pay for virtual goods. This research used structural equation modelling (SEM) via AMOS software to test the hypotheses.

This research reveals that (1) utility is a negative predictor of the intention to pay for virtual goods, (2) self-indulgence is a positive predictor of the intention to play freemium games, (3) there is a mediation effect of the intention to play freemium games on the relationship between self-indulgence and the intention to pay for virtual goods, (4) social interaction is a positive predictor of the intention to pay for virtual goods, (5) competition is a positive predictor of the intention to play freemium games, (6) there is a mediation effect of the intention to play freemium games on the relationship between competition and the intention to pay for virtual goods and (7) the intention to play freemium games is a positive predictor of the intention to pay for virtual goods.

This research has several limitations: first, half of the study’s millennial respondents were students whose gaming expenditures might depend on their parents or guardians' willingness to accommodate their gaming activities. Therefore, there might be some biases in the intention to pay for virtual goods. Second, the numbers of female respondents outweigh male respondents (44.4% males), hence the sample representativeness issue in a slightly male-dominated gaming industry in Indonesia. Third, the game genres the millennial respondents mostly played were the battle royale and the shooter games. Other game genres (e.g. puzzles) might involve a different mechanism. Lastly, the authors measured the compensatory consumption concept indirectly, such as by measuring variables associated with lack of time (utility), the need for virtual achievements or online recognitions (competition), mood-related issues (self-indulgence) and lack of belongingness (social interaction).

Game developers and online retailers (e.g. Google Play Store, Android App Store and Microsoft Store) should incorporate competition, indulgence and social interaction elements when designing and promoting freemium games. Based on the results of this research, a combination of these three elements improves the likelihood of purchasing virtual goods via online retail platforms

This is the first research to demonstrate a link between online retailing and compensatory consumption, particularly in the context of freemium games. This research extends the literature on online retailing in the context of freemium games, which has received little attention. In addition to theoretical support, this research provides new empirical evidence for previously unexplored and unsupported relationships.

In specifically examining uses of freemium applications for children, this study aims to investigate the effects on user well-being after the experiential value by examining the influence of experiential value in terms of domain-specific innovativeness; the impact of domain-specific innovativeness in terms of child well-being; the moderating role of child socialization; and the relevance of contextual variables associated with media exposure during freemium game use.

The study is based on a survey of children who had downloaded freemium games on their smartphones. A total of 410 completed questionnaires were collected from children of 9 to 12 years of age. Confirmatory factor analyses and structural equation models were applied to examine and test the study hypotheses.

The results indicate that experiential value influences domain-specific innovativeness; domain-specific innovativeness is a significant predictor of well-being; parental materialism and communication with friends significantly moderates domain-specific innovativeness and well-being; and contextual variables do not influence the model.

Public policy managers should be cognizant of these results and should make every effort to prevent the identified relationships from becoming too strong, given the strong effect of domain-specific innovativeness on child well-being.

This paper contributes to the extant literature by incorporating experiential value and domain-specific innovativeness variables within a comprehensive model and by accounting for the effects of relevant contextual variables and the moderating role of child socialization.

Online services are increasingly utilizing gamification techniques to encourage consumer loyalty and engagement. However, the majority of the gamified services fail to be financially sustainable. Existing freemium and gamified services literature provides scant knowledge on behavioral predictors of in-app purchases in freemium gamified services. The research examines highly interactive consumers' in-app behaviors using competition-based motivational affordances, daily usage behavior and social competition motivation that convert them into super engagers.

The authors applied a multimethod approach by using Multivariate Logistic Regression (n = 685) to analyze in-app behavioral data and Qualitative Comparative Analysis (n = 94) to examine survey and in-app behavioral data of highly interactive consumers of a freemium gamified service to explain paying behaviors.

Results reveal highly interactive consumers that elicit heavy daily usage of the application or excel at in-app challenges are less likely to convert to super engagers. Among super engagers, some are socially competitive, and their inability to advance in the leaderboard corresponds to in-app purchases, while non-socially competitive consumers make purchases to collect extrinsic rewards. Additionally, highly interactive consumers who possess more knowledge about the gamified service become super engagers to increase their chances to be socially competitive.

This research examines in-app behaviors of highly interactive consumers of a freemium gamified service that lead to in-app purchases following varying levels of daily usage behavior and social competition motivation. The authors contribute to the previous literature by defining and examining a new consumer segment – super engagers – that is financially beneficial for freemium services because of their in-app purchases. The authors provide insight on in-app behaviors that convert highly interactive consumers to super engagers and demonstrate that the reason for highly interactive consumers to make in-app purchases is a function of acquiring specific internal and external rewards based on their level of social competition.

The purpose of this paper is to contribute to the marketing literature and practice by examining the effect of product pricing on consumer behaviours with regard to the assertiveness and the sentiments expressed in their product reviews. In addition, the paper uses new data collection and machine learning tools that can also be extended for other research of online consumer reviewing behaviours.

Using web crawling techniques, a large data set was extracted from the Google Play Store. Following this, the authors created machine learning algorithms to identify topics from product reviews and to quantify assertiveness and sentiments from the review texts.

The results indicate that product pricing models affect consumer review sentiment, assertiveness and topics. Removing upfront payment obligations positively impacts the overall and pricing specific consumer sentiment and reduces assertiveness.

The results reveal new effects of pricing models on the nature of consumer reviews of products and form a basis for future research. The study was conducted in the gaming category of the Google Play Store and the generalisability of the findings for other app segments or marketplaces should be further tested.

The findings can help companies that create digital products in choosing a pricing strategy for their apps. The paper is the first to investigate how pricing modes affect the nature of online reviews written by consumers.

Online games based on a freemium business model face the monetization challenge. The purpose of this paper is to examine how players’ achievement orientation, social orientation and sense of community contribute to willingness to pay (WtP).

A multi-method study of an online game community is used. Interviews and participant observation are used to develop an understanding of social and achievement orientations followed by the development of hypotheses that are tested using survey data.

The findings indicate that a sense of community is positively related to WtP, whereas satisfaction or dissatisfaction with the service provider is not. The authors examine the moderating role of players’ achievement orientation and social orientation and find that while a stronger connection to the community may encourage achievement-oriented players to pay, the opposite is indicated for socially oriented players.

Decision makers need to understand that not all players are potential payers; while socially oriented users can help to maintain and grow the community, achievement-oriented players are more likely to pay for the value they extract from the community.

While communities are held together by people with common interests, which intuitively suggests that WtP increases with the strength of connection to the community, the authors find this only applies in the case of players with an achievement orientation. For those with a social orientation, WtP may actually decrease as their connection to the community increases. These perhaps counter-intuitive findings constitute a novel contribution of value for both theory and practice.

This study aims to illuminate Turkish gen Z players’ intention to make in-game purchases based on stimulus–organism–response (SOR) model and uncover the distinctive role of gender.

Six hundred and ninety-six young players were included in the research who are aged 12 to 29 in Istanbul, Türkiye. Measurement validity was checked via principal component and confirmatory factor analysis. Structural model testing, mediation and multigroup analysis were conducted to test relationships among latent constructs.

The study revealed enjoyment, perceived attractiveness and economic value were positively associated with gamer satisfaction, though connectedness was not. In addition, gamer satisfaction positively affected loyalty and loyalty predicted in-game purchase intention. On the other hand, the magnitude of enjoyment-gamer satisfaction path was greater in female players than in males. However, the effect sizes of perceived attractiveness and economic value on gamer satisfaction were larger in males than in females.

The research focuses on freemium game context, the sample of Istanbul province in Turkey, and gen Z (12 to 29) players constituting the limitations.

Mobile game producers should consider that enjoyment is more substantial for female players to increase in-game revenue. Hence, perceived attractiveness and economic value may be improved for male players. They could also balance the gaming experience by providing social connectivity and isolation.

It is the initial attempt to unveil Turkish young mobile players’ behavioral tendency toward paid in-game extensions. On the other hand, gender difference is a salient matter unnoticed by other investigations that the strength of stimulus varies from players’ gender discovered by the research.

In recent years, the freemium model is popular with online users in internet markets. Regarding operation, the characteristics of the freemium business model are the focus of all websites and software managers. However, research lacks the literature on the development of the dimensions of the freemium business model and validation of measurement. Hence, the purpose of this paper is to probe into the development of the dimensions of the freemium business model and validate the measurement.

First, by related literature and practical observations, this study reorganizes the characteristics of the freemium business model and develops dimensions and items of the freemium business model to design the items of scale. The development of scale is based on the procedures of standardized testing, including draft, expert consultation, and pretest and test analysis, in order to test the reliability and validity of the scale. This study treated online users as the questionnaire subjects and analyzed 1,016 valid questionnaires.

Regarding empirical analysis, confirmatory factor analysis is conducted to test the internal quality of the model, including composite reliability, convergent validity, and discriminant validity. According to the empirical result, the freemium business model can be divided into basic free tier, two-sided markets, revenue sharing, service convenience, and network effect, which are the key factors of users’ selection of freemium products or services. This study developed 25 items of scale for the freemium business model.

Finally, this study plans to develop a scale of the freemium business model, which can serve as an appropriate measurement tool to measure the freemium business model, as well as help websites and software developers to plan or execute the introduction of freemium products and services. Hence, it can develop and design products and services meeting the needs of online consumers. Website and software managers can adjust their products and services to satisfy online users’ needs.

The purpose of this paper is to facilitate understanding of how to convert free players to paid consumers in free-to-play games.

Drawing on the consumption value framework and affordance theory, the present study argues that in-game purchase behaviors are determined by multiple consumption values of in-game items. The perceptions of consumption values were influenced by game affordances. The model was tested, using data from an empirical survey with 2,006 free-to-play game players.

Monetary, enjoyment and social values of in-game items positively predict purchase behaviors in free-to-play games. Game fairness and balance of challenges and skills significantly influence perceived enjoyment value.

The findings of this study provide operable implications to facilitate in-game consumption. The model was tested within the context of free-to-play multiplayer online battle arena (MOBA) games; however, caution is advisable when generalizing the findings to other subgenre of games.

This study extended and thus validated the consumption value framework in the context of free-to-play MOBA games. This study explored the antecedents of consumption values from the perspective of game affordance.