The Role of Premium Services in Co-Creation Experience and Game Loyalty

Purpose – This research aimed to analyze relationship between leader-member exchange, person-organization fit, and perceived organizational support on employee work engagement. Purpose – The aim of this study was the assessment of how co-creation experiences and in-game value creation contribute to increased game loyalty in premium services. Methodology – A total of 326 mobile online gamers in Indonesia who utilized premium services provided survey data for the model analysis. This was carried out using structural equation modeling based on partial least squares (SEM-PLS). Results – The results demonstrated that players' propensity to co-create with gaming firms was significantly influenced by online brand community identification, greater functionality, customization, and self-indulgence. Also, on the basis of co-creation experience, there were significant value realization results. In addition, the results demonstrated a strong correlation between game loyalty, in-game value co-creation, and social experience. Originality – This literature provided valuable insights for improving game loyalty in premium game services through value co-creation experience.