모바일 게임 속 로열티 프로그램의 기능 및 유형화 연구
A Study on the Functions and Typology of Loyalty Programs in Mobile Games
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This study aims to systematically analyze and categorize the types of loyalty programs utilized in the domestic mobile game market. As of June 2025, loyalty programs actually implemented in the top 50 grossing mobile games in Korea were examined. Building upon Barry Berman’s four-stage loyalty program model (instant discounts, frequency rewards, point-based programs, and personalized rewards), this research proposes an expanded classification system of seven types by adding three categories that reflect the characteristics of mobile games: subscription/season-based (Type 5), stepwise purchase (Type 6), and gamification-based (Type 7). This study is significant in that it offers a systematic classification framework in a field where academic analyses of loyalty programs in the mobile game industry remain scarce, and provides foundational data for future research and practical application of loyalty programs in the gaming sector.
Abstract
This study aims to systematically analyze and categorize the types of loyalty programs utilized in the domestic mobile game market. As of June 2025, loyalty programs actually implemented in the top 50 grossing mobile games in Korea were examined. Building upon Barry Berman’s four-stage loyalty program model (instant discounts, frequency rewards, point-based programs, and personalized rewards), this research proposes an expanded classification system of seven types by adding three categories that reflect the characteristics of mobile games: subscription/season-based (Type 5), stepwise purchase (Type 6), and gamification-based (Type 7). This study is significant in that it offers a systematic classification framework in a field where academic analyses of loyalty programs in the mobile game industry remain scarce, and provides foundational data for future research and practical application of loyalty programs in the gaming sector.