Unfinished Business: Mechanisms for Balancing Consumer Engagement and Value in Early Access Games
(A2025-126152)

AUTHORS

Yujin Kim, King's Business School, King's College London; Stefan Bernritter, King's Business School; Ko de Ruyter, King's College

ABSTRACT

Early access (EA) games, representing a growing business model in the gaming industry, enable consumers to purchase and engage with titles that are still being developed. While this approach encourages early engagement, it also presents a dilemma for the business: finding a balance between the need for immediate funding and the risk of potential loss of future revenue due to low EA prices. This research examines mechanisms to mitigate such challenges by examining how perceived risk (PR), dynamic evolution perception (DEP), and stewardship affect willingness to pay (WTP). Across two studies, we show that PR negatively mediates the relationship, lowering WTP, while DEP and stewardship positively mediate it. By signaling ongoing development, DEP increases WTP, whereas stewardship cultivates a sense of shared responsibility, which reduces PR and further increases WTP. These findings offer actionable insights for developers aiming to engage consumers early, enhance perceived value, and secure the long-term market potential of their games.