01757nas a2200289   4500000000100000000000100001008004100002260001200043653001400055653001000069653001900079653001700098653001700115653002300132653002900155653001400184653002200198100001400220700002200234700002100256245008200277856009500359300001000454490000600464520098300470022001401453       2018                            d  c12/201810aVideogame10aGames10aSocial Network10aFree-To-Play10aMonetization10aCustomer Retention10aCharacter Identification10aTv Series10aDigital Marketing1 aYago Saez1 aAsunción Mochón1 ade Fernando Rada00aTV Series and Social Media: Powerful Engagement Factors in Mobile Video Games  uhttp://www.ijimai.org/journal/sites/default/files/files/2018/11/ijimai_5_3_5_pdf_14724.pdf  a46-550 v53 aThe free-to-play business model has become hegemonic in the mobile video game industry, displacing the traditional paid content model that was the norm until the appearance of manufacturers’ app stores. Companies attempt to monetize these games by means of in-game micro-transactions and in-game advertising; thus, it is essential to acquire an enormous number of users because only a small percentage will ultimately make any purchases. To keep players engaged, companies typically put in place marketing and design strategies derived from behavioral telemetry, to maintain a grip on players. We propose an innovative approach, focusing our attention on the impact of having a video game based on a famous TV series. Furthermore, we analyze the effect of social networks on game metrics. The outcome indicates that developing a game based on a TV series and integrating social media with the gameplay improve and reinforce the user’s activation, retention and monetization.  a1989-1660