"Effective Marketing and Monetization Strategies Used in Small Independ" by Jessica Nicole Mobley

Date of Conferral

1-28-2025

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Jorge Gaytan

Abstract

A lack of effective marketing and monetization strategies negatively affects the ability of small independent game developers to complete projects within budget and on time, resulting in revenue losses. Grounded in platform theory, the purpose of this qualitative pragmatic inquiry study was to identify and explore effective marketing and monetization strategies used by small independent game developers to complete projects within budget and on time. The participants were a global, online group of four small independent game developers, each of whom successfully used marketing and monetization strategies to manage budgets and timelines. Data were collected from semistructured interviews and publicly available company documents. Thematic analysis revealed four key themes: (a) building and engaging a strong community, (b) strategically using multiple platforms for marketing and distribution, (c) leveraging crowdfunding and financial management for sustainability, and (d) targeting specific niche markets. Key recommendations for small independent game developers are: (a) prioritize releasing free demos or early access beta versions, (b) emphasize crowdfunding and financial prudence, (c) leverage digital platforms, and (d) target niche markets. These strategies could help small indie game developers build trust, foster community interaction, and attract attention. The implications for positive social change include the potential to empower small indie game developers to achieve financial sustainability, which can contribute to job creation and economic growth within local communities by fostering a thriving independent game development sector.

Download

Share

 
COinS