Gaming platform monetization models and strategies for startup success: A case study from India

Background: The evolution of monetization models and marketing approaches in the digital industry has redefined the growth trajectories of startups.Aims: This study explores monetization strategies in India’s gaming startup ecosystem, examining their influence on user behavior, preference, revenue retention and venture capital (VC) attraction.Methodology: Aligned with a focus on the microstructure of the gaming market, investor behavior, and capital markets, the research employs a mixed-method framework combining interviews, surveys, and MICMAC analysis, grounded in Rational Choice (RC) theory. Using Mobile Premier League (MPL) as a case study, the present research evaluates three monetization models: Real Money Game (RMG), Free-to-Play (F۲P), and hybrid strategies.Findings: Key findings indicate that RMG significantly enhances user engagement while demonstrating a stronger signaling effect for VC attraction. Empirical results suggest that the RMG monetization strategy offers greater potential for investors decision-making and ensures more robust revenue continuity compared to F۲P and hybrid alternatives.Conclusion: The study contributes to the literature by bridging behavioral finance and capital market governance within the context of digital innovation in emerging economies.

کلیدواژه ها:

Micmac analysis ، mobile gaming in India ، monetization strategy ، Rational Choice Theory ، real money gaming