{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,30]],"date-time":"2026-01-30T20:15:30Z","timestamp":1769804130455,"version":"3.49.0"},"reference-count":115,"publisher":"Emerald","issue":"1","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2026,2,2]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>Growing technology adoption is a significant opportunity for the growth of the mobile gaming market. Rising smartphones allow game developers to reach more players and make more money. The study offers guidance for mobile game developers to increase profits and extend the longevity of their games. It aims to assist in making better marketing policy decisions by providing valuable insights into effective approaches for both early and subsequent market penetration stages.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>This paper presents a model for analyzing factors that influence the attraction and retention of mobile gamers, which is based on a literature review of mobile gaming and uses the Bass diffusion model and system dynamics method for modeling and simulation.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>In the initial stages of a game release, influencer marketing can be more effective than other marketing tools in increasing visibility. As the game progresses, incorporating referral programs can enhance user engagement, promote the game further, and reduce the number of uninstalls. Influencer marketing can also help the games reach a wider audience, generating more interest, and increasing installations for more tremendous success in the market. However, referral programs can extend the lifespan of games, mainly when gamers are engaged.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>The study used new marketing strategies in the mobile game industry to gain insights into the growth and evolution of this industry. Development managers can use insights for effective policies and success. The model aids in understanding the dynamics of mobile games and informed decisions for game developers.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/intr-04-2024-0643","type":"journal-article","created":{"date-parts":[[2025,1,6]],"date-time":"2025-01-06T04:02:14Z","timestamp":1736136134000},"page":"233-262","source":"Crossref","is-referenced-by-count":0,"title":["Marketing strategies and dynamics in online mobile gaming: a\u00a0diffusion model"],"prefix":"10.1108","volume":"36","author":[{"given":"Mahshidsadat","family":"Makki","sequence":"first","affiliation":[{"name":"School of Industrial Engineering, Iran University of Science and Technology , ,","place":["Tehran, Iran"]}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2794-5915","authenticated-orcid":true,"given":"Mostafa","family":"Jafari","sequence":"additional","affiliation":[{"name":"School of Industrial Engineering, Iran University of Science and Technology , ,","place":["Tehran, Iran"]}]},{"given":"Mohammadreza","family":"Parsanejad","sequence":"additional","affiliation":[{"name":"School of Management, Economics, and Progress Engineering, Iran University of Science and Technology , ,","place":["Tehran, Iran"]}]}],"member":"140","published-online":{"date-parts":[[2025,1,7]]},"reference":[{"key":"2026013004375667800_ref001","doi-asserted-by":"publisher","DOI":"10.1016\/j.tele.2021.101630","article-title":"The impact of advertising value of in-game pop-up ads in online gaming on gamers' inspiration: an empirical investigation","volume":"62","author":"Abbasi","year":"2021","journal-title":"Telematics and Informatics"},{"key":"2026013004375667800_ref002","unstructured":"Adrevenue\n           (2023), \u201cWhat is ad revenue and how does it work?\u201d, available at:\u00a0https:\/\/www.is.com\/glossary\/ad-revenue (accessed\u00a028 September 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