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School of Business | Department of Marketing | Marketing | 2014
Thesis number: 13759
Contributing to mobile gamer loyalty with game design
Author: Nenonen, Elina
Title: Contributing to mobile gamer loyalty with game design
Year: 2014  Language: eng
Department: Department of Marketing
Academic subject: Marketing
Index terms: markkinointi; marketing; suunnittelu; planning; pelit; games; viihde; entertainment; mobiilitekniikka; mobile technology; asiakkaat; customers; asiakasarvo; customer value; sitoutuminen; commitment; kuluttajakäyttäytyminen; consumer behaviour
Pages: 75
Key terms: customer loyalty; asiakasuskollisuus; customer value; asiakasarvo; mobile gaming; mobiilipelaaminen; game design; pelisuunnittelu
Objectives of the study:

As many mobile games are generally considered as somewhat temporary fads, and only a small percentage of mobile gamers is actually willing to spend money in mobile gaming, the main objective of the study was to find out how to improve mobile gamer loyalty with game design, and which gaming elements bring value to customers. Answers are sought from both mobile gamers and mobile gaming professionals, who shed light on their current means to maximize mobile gamer loyalty and customer value.


The research is qualitative and interpretative in nature. 14 active mobile gamers and six mobile gaming professionals from five mobile gaming companies were interviewed for the study. Transcriptions of the semi-structured interviews of these 20 interviewees formed the empirical data of the study.


The study identified five components of customer value that all affect mobile gamer loyalty, as well as specific in-game elements that contribute to the customer value components and via them to loyalty. In-game elements contributing to emotional and social value components were found to be particularly critical drivers of added customer value and customer loyalty, and thus embedding them more actively in mobile games can yield positive results for mobile gamer retention and profitability.
Master's theses are stored at Learning Centre in Otaniemi.