Do online multi-plays on smartphone games promote purchasing?

Abstract

In this paper, we empirically analyzed the relationship between online multi-plays and players' purchasing behaviors on smartphone games by using the survey data conducted by the author in April 2018. We divided online multi-plays into two types: one is multi-play with friends the player also knows in the real world; the other is multi-play with friends he/she knows only in the virtual world. Then the relationship between each of two types of multi-play and his/her purchase behaviors were analyzed. Our estimation results show that the players who multi-play with friends unknown in the real world tend to purchase apps that are not free/in-app-purchase. On the contrary, multi-plays with friends also known in the real world negatively affect paying for smartphone games. The results also reveal that the player who has less free time in his/her holidays tends to pay for smartphone games. Our analysis indicates that game companies might earn more if they promoted multi-plays with friends unknown in the real world.