Users Monetization in Free-to-Play Mobile Games

Now we are living in "App Generation": a generation that can not imagine its life without applications and services. In spite of the relatively recent emergence of the application industry it is growing rapidly. Today there are a huge number of applications covering almost all spheres of our life: study, work, finance, family, sports, leisure, etc. . A wide range of paid and free applications is available. This is due to the growing trend of developing applications of the Free-to-Play (F2P) business model. The challenge for developers now is to improve the monetization of users and increase the revenue of such applications. Currently, there are studies describing general approaches to improving monetization, regardless of the type of application. Exploring ways to improve monetization in F2P business model games has not received much attention in the literature. Existing literature has considered the influence of various factors on the success of games, as well as methods to improve monetization in general terms. The purpose of this work is to determine the most appropriate method for improving the monetization of users. In the first part of the work a case study was made: methods of improvement of monetization are defined and the most optimal for game applications is selected. The second part is a thematic experiment: testing hypotheses proposed in the first part of the study by introducing changes in the mobile game of the Free-to-play business model. It will determine the best method for improving monetization and its key mechanisms for mobile games using the Free-to-Play business model.