F2P Monetization Model as a Marketing Tool to Influence Consumer Behavior of Mobile Gamers (In Russ.)

This study is aimed to analyze, systematize and improve the knowledge about the specifics of microtransactions in the mobile games industry. The study also explores the consumer behavior of players in the context of microtransactions and provides relevant information on the influence of microtransactions on the growing popularity of free-to-play monetization model. Being one of the most promising industries, mobile gamification is becoming more and more dy-namic over time, leveraging innovative marketing strategies for its promotion. The opportunity to earn money in a fast-growing market motivates developers to move away from simple monetization models. Today, the most popular is the free-to-play model, which provides the game for free and leaves the choice to the user for in-game purchases. Despite the risks associated with this model, it frequently becomes the most profitable for businesses. The article describes ap-proaches to the definition of microtransactions, explores the monetization models in which microtransactions are used most often. It also classified microtransactions based on average check and segmented users based on the size of monthly spending. The article also describes the main methods of stimulating users to make microtransactions in the context of free-to-play monetization model.