In it for the money : monetization design in casual games

Abstract

Casual games are a global phenomenon that is constantly shifting. While hardcore games gather most of the attention in game studies, casual games and especially the monetization angle are sidelined. This study aims to fill this gap in the research and reignite the discussion around casual games. Specifically, it tackles the extent to which monetization should be considered a fundamental element of the casual game definition. Monetization is defined as the practices that allow the game to generate revenue for the publisher. The methodology consisted of closely studying and analyzing five casual games using game analysis, game design studies, and business studies. The results showed that the closer to a freemium or free-to-play business model the game was, the more monetization directly affected the game design. It also revealed a new type of game, Hyper-casual games, a category until now relatively undefined in the context of game studies. These results suggest that monetization is an influential factor in the game design and, therefore, when defining a casual game. Also, it showed that casual games ought to be defined as the set of qualities and intent of the components of the game in their goal to reach a mass market.