Why Key Performance Indicators Might Fail – The IKEA Effect in Games as a Service

Digital games as a service are a huge success in recent years. These digital games highly rely on In-App or In-Game purchases and the concept of games as a service. This applies more for mobile digital games rather than stationary digital games. The model in this study shows, that a digital game can approach the end of it's life cycle quite quickly, even though that key performance indicators, like active players or time spent on a game stay nearly the same. Game publishing companies need to be aware, that a high increase in price or other drastic changes to a game as a service concept can lead to this phenomenon.