Measuring and forecasting mobile game app engagement

Oliver Rutz, Ashwin Aravindakshan and Olivier Rubel

International Journal of Research in Marketing, 2019, vol. 36, issue 2, 185-199

Abstract: Monetization strategies in the large and strongly growing mobile app space must go beyond traditional purchase revenue as most mobile apps are now free to download. One key marketing innovation allows mobile app publishers to monetize ongoing engagement — in-app advertising.

Keywords: Mobile; Games; Usage behavior; Apps (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:36:y:2019:i:2:p:185-199

DOI: 10.1016/j.ijresmar.2019.01.002

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