AbstractsBusiness Management & Administration

The purpose of this thesis was to explore the topic of monetization in mobile games. To set a basis for my research, I explained terms “acquisition"”, “retention” and “monetization”, as they are often used to together to describe free-to-play business, the current dominating business model in mobile game industry. The research problem was that how the customer's mobile game could be more profitable and the goal was to make an improvement proposal for it. The empirical part consisted of analysis evaluating monetization mechanics on the case game and two similar games. The results suggest that besides a solid core game, there needs to be real metagame which creates progression and encourages players to come back frequently. Finally there needs to be valuable things to buy with real money. The findings indicate that Supersonic should focus to one game mode and add missions as part of its core game. Lack of metagame should be fixed with clear indicators of progression, continuous rewards and more social leaderboards.