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EMAC 2024 Annual


The Impact of “Use in Moderation” Corporate Social Marketing (CSM) Campaigns on Free-to-play Game App Usage and Spending
(A2024-118721)

Published: May 28, 2024

AUTHORS

Yashar Bashirzadeh, Grenoble Ecole de Management; Stacey Malek, Grenoble Ecole de Management; Amanda Pruski Yamim, Grenoble Ecole de Management; J. Andrew Petersen, Pennsylvania State University; Ali Nadalizadeh, Turned On Digital

ABSTRACT

We conduct two large-scale field experiments in a free-to-play mobile game to study use in moderation (UIM) campaigns on changes in user behavior and business outcomes. The first field experiment was a yearlong UIM campaign targeted at users at the time of an excessive consumption experience. We find that the company’s targeted UIM campaign reduced (did not reduce) excessive consumption, while simultaneously increasing (decreasing) business outcomes for newly (recurrently) excessive users. The second field experiment was an 11-day long non-targeted UIM campaign, i.e., the timing was not associated with excessive play. We find that the company’s non-targeted UIM campaign reduces excessive consumption and increases business outcomes on average for all users. The results from these field experiments provide guidance to managers on how to successfully implement UIM campaigns to increase consumer well-being without negatively impacting business outcomes.