How monetization mechanisms in mobile games influence consumers’ identity extensions

Digital distribution and new business models have transformed mobile games from products to services. This servitization turn has enabled consumers to extend their identity in mobile games through prolonged engagement. Drawing on a qualitative study of 17 consumers and 16 producers of mobile games, we elucidate how servitization can have certain negative implications for consumers’ identities. Our findings reveal four interrelated facets through which consumers can extend their identity in mobile games and four corresponding monetization mechanisms. Overt monetization can create identity disconnections and we offer suggestions on re-establishing the connection.