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1 INTRODUCTION Digital transformation is defined as the transformation of value propositions, organisational identity, business models, or reconfiguration of value delivery models through the adoption of digital technologies (Hess et al., 2016; Loonam et al., 2018; Vial, 2019; Wessel et al., 2021) and refers to a process (Gray & Rumpe, 2017).
The video games industry is worth more than movies and music combined, with more than 2.5 billion players around the world. Freemium games have driven much of the success, ever since titles like Angry Birds, Farmville and Candy Crush emerged in the late 2000s and early 2010s. Many of us will be familiar with the freemium business model: free but restricted access to games that are often simple, or “casual” as they are sometimes known.
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