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How expansion to the Nintendo Switch impacts PC players’ game usage and spending: A study of an omni-channel strategy

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  • Jo, Wooyong
  • Lewis, Michael

Abstract

Offering multiple retail channels for browsing and purchasing—an omni-channel strategy—is a well-established approach for modern retailers. This strategy is also increasingly adopted by ‘online-first' digital services such as social media and video gaming to expand consumer reach and enhance customer engagement. However, unlike the potential complementary relationships between physical and digital channels, it is unclear whether a firm’s channel expansion within the digital area (e.g., online to mobile) benefits firms or merely redistributes existing demand without growth. Using the context of a major online video game, we assess whether creating a mobile console version of an existing PC-based game causes meaningful behavioral changes among existing users. We find that mobile console adoption significantly impacts mobile channel adopters’ engagement, with a 31% increase in games played and a 6.9% increase in voluntary spending. Further analysis reveals that mobile console adopters enjoy the game over a broader range of hours, suggesting increased (ubiquitous) access is the mechanism behind this positive impact. Additionally, mobile adopters make more frequent purchases, although they do not necessarily spend more per purchase. We also observe that the impact of the mobile game is more pronounced among players at high risk of churning and those with sparse voluntary spending. Finally, our analysis shows that new mobile players experience a slight but significant dip in in-game performance. This finding suggests a need for game developers to help players mitigate the downside risk of transitioning between two distinct user environments.

Suggested Citation

  • Jo, Wooyong & Lewis, Michael, 2025. "How expansion to the Nintendo Switch impacts PC players’ game usage and spending: A study of an omni-channel strategy," International Journal of Research in Marketing, Elsevier, vol. 42(4), pages 1084-1104.
    • Handle: RePEc:eee:ijrema:v:42:y:2025:i:4:p:1084-1104
    DOI: 10.1016/j.ijresmar.2024.10.007
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    References listed on IDEAS

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