...Apoorva Singh; Abhijeet Biswas Purpose Mobile games have become the third most popular category of mobile applications, just behind social media and online shopping apps. Although most mobile games are free to download and play, developers often utilize a freemium model, incorporating in-app...

... Although AR technology brings a unique experience to the game player, research on the effects of its use in mobile games on consumer responses is currently limited. The results of this study add value to the existing mobile game literature and provide practical insights for mobile game service providers...