Customer preferences in mobile game pricing: a service design based case study

J. Tuomas Harviainen, Jukka Ojasalo, Somasundaram Nanda Kumar

Research output: Contribution to journalArticleScientificpeer-review

18 Citations (Scopus)


This article examines the service design of freemium game pricing. Freemium games are a type of game that is partially free to play, but its players are able to access various options by playing real money. The article increases knowledge of the usability of service design processes in the pricing of mobile games, as well as the understanding of central aspects of freemium pricing models from the perspective of user experience and customer value. Existing research shows that one major reason for failing freemium pricing models is the orientation for technology development, alongside poor content and too aggressive monetization, rather than customer experience. The article presents a process in which an alternative pricing model was developed for freemium games, through the use of service design workshops.
Original languageEnglish
Peer-reviewed scientific journalElectronic Markets: The International Journal on Networked Business
Issue number2
Pages (from-to)191-203
Number of pages13
Publication statusPublished - 18.02.2018
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Case study
  • Games-as-service
  • Games design
  • Monetization
  • Service design


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