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

Nahid Pourrostami ¹

Mohammad Ali Mousavi ²

Maziyar Mozaffari Falarti ³

Sahar Hossein Babaei Mamaghani ¹

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

MICMAC analysis

mobile gaming in India

monetization strategy

rational choice theory

real money gaming

Subjects

computer science & technology

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