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

Pourrostami, Nahid; Mousavi, Mohammad Ali; Mozaffari Falarti, Maziyar; Hossein Babaei Mamaghani, Sahar

doi:10.22059/jcss.2025.404099.1189

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

Document Type : Original article

Authors

¹ Department of South Asian, East Asian and Oceanian Studies, Faculty of Word Studies, University of Tehran, Tehran, Iran.

² Department of American Studies, Faculty of Word Studies, University of Tehran, Tehran, Iran.

³ Department of South Asian, East Asian and Oceanian Studies, Faculty of Word Studies, University of Tehran, Tehran, Iran. dian Studies Department, Faculty of World Studies, University of Tehran

10.22059/jcss.2025.404099.1189

Abstract

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 (F2P), 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 F2P 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.

Keywords

Main Subjects

computer science & technology

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