. Games have become an interesting business and even in a pandemic
COVID-19 situation like today, most businesses are collapse, but mobile games
still become promising market segments. This study aims to examine factors that
determine the purchase intention of in-app mobile games for non-paying players
to target the young gamers market in Indonesia. Several 264 mobile gamers were
recruited as respondents. Data were collected using a cross-sectional survey with
a structured questionnaire. SmartPLS was used to verify the research hypotheses.
Based on the study result, reward affects the good price, and affect in-app
purchase intention. Playfulness, access flexibility, connectedness, and reward did
not affect in-app purchase intention. This shows that gamer intends to buy if the
price is good, and this is supported by the availability of reward. Therefore,
companies still have to work hard to explore more deeply the variables studied
why these variables do not support purchase intentions.