Business models within mobile gaming experience

Luna, CLH; Golightly, D

doi:10.1201/b21564

Business models within mobile gaming experience

Lookup NU author(s): Dr David Golightly ORCiD

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Abstract

© 2016 by Taylor & Francis Group, LLC. This chapter is an exploration of mobile games, and how the business models used in mobile games can affect enjoyment. Two business models are analyzed in this project: Freemium and Advergaming. The chapter reviews game enjoyment, focusing on the concept of the flow and the Gameflow model, using this framework to consider how different business models may impact the enjoyment and experience of mobile gaming. This is followed by an evaluation case study with 15 gamers of different games with different business models. The results showed that business models can affect enjoyment in games in several ways. Enjoyment can be easily interrupted or disturbed by business models in games. Some ingame strategies are more accepted than others. Also, the business models are not a reason to abandon a game when they are applied in a moderated way. We recommend that, with adaptations, flow and the Gameflow tool provide useful perspectives for understanding mobile gaming and the influence of business models of gaming experience.