Market Segmentation and Recency Frequency Monetary Value Analysis for a Freemium Mobile Game

Authors

Satvik Ajmera, Southern Methodist UniversityFollow
Taylor Bonar, Southern Methodist UniversityFollow
Dylan Scott, Southern Methodist UniversityFollow
Carol MiuFollow
Alana ManuelFollow

Abstract

Bricks ‘N Balls is a freemium game that relies on in-app purchases and ad monetization from users to be profitable at no upfront cost to the players. This study explores how in-game data analytics and purchase data can be used to segment players. Features taken into consideration for segmentation include past purchasing habits along with the players interactions within the missions. This study uses the Recency Frequency Monetary Value (RFM) framework to extract insights on player purchasing behavior to segment players into clusters and predict how much users will spend in the future.

Recommended Citation

Ajmera, Satvik; Bonar, Taylor; Scott, Dylan; Miu, Carol; and Manuel, Alana (2022) "Market Segmentation and Recency Frequency Monetary Value Analysis for a Freemium Mobile Game," SMU Data Science Review: Vol. 6: No. 2, Article 1.
Available at: https://scholar.smu.edu/datasciencereview/vol6/iss2/1