Playing to Pay: Interplay of Monetization and Retention Strategies in Korean Mobile Gaming

Mobile gaming's global growth has introduced evolving monetization strategies, such as in app purchases and ads, designed to boost revenue while maintaining player engagement. However, there is limited understanding of the scope and frequency of these strategies, particularly in mature markets like South Korea. To address this research gap, this study examines the monetization strategies used in the top 40 most popular Korean mobile games through direct gameplay observations and targeted video analyses. We identified the prevalence of specific strategies, including time gated progression, Conflict Driven Design, and social Dynamics, which are systematically categorized in our proposed framework for monetization. Our findings also highlight ethical concerns, including issues with transparency, probability disclosures, and the exploitation of competitive pressures areas that remain poorly regulated. To address these challenges, we emphasize the need for stricter consumer protections, cross regional research, and greater focus on protecting vulnerable populations to promote a more equitable and responsible gaming environment.