The evaluation of play-to-earn business models' on user acquisition and retention in crypto industry on an example of axie infinity

Abstract

Today, the P2E sector is continuously expanding within crypto markets.Even though they are being widely adopted, achieving and maintaining user growth remains a tough task. Many studies have focused on typical gaming styles, while strategies for P2E games have not been studied very much. The research problem is how the P2E business model impacts user acquisition and retention in the crypto industry. The object of the paper is the P2E business model's impact on user acquisition and retention in the crypto industry. The aim of the paper is to determine and evaluate the P2E business model's impact on user acquisition and retention in the crypto industry on an example of Axie Infinity. A qualitative research methodology is applied, which includes descriptive data analysis, presentation of graphs, a qualitative questionnaire, and a semi-structured interview. Results of research suggest that Axie Infinity’s strong retention and acquisition of users depend on its in- game economy and ongoing community engagement.