- 期刊
Evaluating player retention strategies for free-to-play mobile games using ANP-SIPA
摘要
Free-to-play mobile gaming is a promising business model. Many academics and experts argue the issue of how to perform a successful F2P mobile game. Current literature is inclined to discuss these influential factors (game design, player acquisition, player retention, and in-app purchase) independently. There is a need with a broad view for creating a total solution in order to facilitate player retention that makes better economic sense than before. To this end, this paper develops a sensible evaluation framework and employs the ANP-SIPA methodology that merges ANP (Analytic Network Process) and SIPA (Simultaneous Importance-Performance Analysis) for use. Additionally, an empirical study is presented to illustrate the application of the proposed solution. Also, some management implications are derived for marketing managers and game designers to perform successful player retention.