A profitability analysis on user acquisition in free-to-play mobile games

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Tuunainen, Virpi
dc.contributor.author Eskelinen, Henri
dc.date.accessioned 2018-06-27T09:55:46Z
dc.date.available 2018-06-27T09:55:46Z
dc.date.issued 2018
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/32283
dc.description.abstract Mobile games are a booming industry with fierce competition between game developers for the screen time of players. Digital advertising is also a growing field, expected to have surpassed traditional TV and print advertising in monetary terms for the first time in 2017. During the same period, mobile advertising is estimated to have accounted for over half of dollars spent globally on digital advertising. Mobile game developers wish to attract audiences that have high likelihoods of spending money within their games. This is a study on the return on advertising spend in the realm of mobile game marketing. We find strong evidence for a relationship between geographical and digital contexts in which ads are shown and the profitability of marketing activities. The findings support an existing framework on the efficiency of mobile marketing and expands it to the domain of mobile game marketing. The findings presented herein are specific to the three games included in the study. Each of the three games are published as versions on both the Android and iOS operation systems, all of which are included in this study. ANOVA models for the six versions of the games are fitted to infer the relationship between ad context and ROAS. The methodology presented herein can be utilized by third parties to understand and improve app marketing profitability. Beyond the results of this study, the presented ANOVA model can be used by app marketers to test for a relationship between other categorical variables and profitability. en
dc.format.extent 44 + 12
dc.language.iso en en
dc.title A profitability analysis on user acquisition in free-to-play mobile games en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Tieto- ja palvelujohtamisen laitos fi
dc.subject.keyword mobile games en
dc.subject.keyword mobile advertising en
dc.subject.keyword user acquisition en
dc.subject.keyword ANOVA en
dc.subject.keyword return on advertising spend en
dc.identifier.urn URN:NBN:fi:aalto-201806273692
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Information and Service Management (ISM) en
dc.subject.helecon tietotalous fi
dc.subject.helecon vapaa-aika fi
dc.subject.helecon mobiilitekniikka fi
dc.subject.helecon pelit fi
dc.subject.helecon viihde fi
dc.subject.helecon mainonta fi
dc.subject.helecon markkinointi fi
dc.subject.helecon kannattavuus fi
dc.ethesisid 17203
dc.location P1 I fi

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