Marketing strategies and dynamics in online mobile gaming: a diffusion model
基于Bass扩散模型和系统动力学方法，研究了影响手机游戏玩家吸引和留存的因素，发现初期网红营销更有效，后期推荐计划可延长游戏寿命。
Purpose Growing technology adoption is a significant opportunity for the growth of the mobile gaming market. Rising smartphones allow game developers to reach more players and make more money. The study offers guidance for mobile game developers to increase profits and extend the longevity of their games. It aims to assist in making better marketing policy decisions by providing valuable insights into effective approaches for both early and subsequent market penetration stages. Design/methodology/approach This paper presents a model for analyzing factors that influence the attraction and retention of mobile gamers, which is based on a literature review of mobile gaming and uses the Bass diffusion model and system dynamics method for modeling and simulation. Findings In the initial stages of a game release, influencer marketing can be more effective than other marketing tools in increasing visibility. As the game progresses, incorporating referral programs can enhance user engagement, promote the game further, and reduce the number of uninstalls. Influencer marketing can also help the games reach a wider audience, generating more interest, and increasing installations for more tremendous success in the market. However, referral programs can extend the lifespan of games, mainly when gamers are engaged. Originality/value The study used new marketing strategies in the mobile game industry to gain insights into the growth and evolution of this industry. Development managers can use insights for effective policies and success. The model aids in understanding the dynamics of mobile games and informed decisions for game developers.