Marketing strategies are no longer solely centered on society's primary necessities; the creative industry has emerged as a promising sector for corporate growth. One ecosystem currently garnering significant attention is Digital Entertainment, specifically the Video Game Industry.

Responding to the opportunities generated by the Video Game Industry, companies are expanding beyond "one-time publication" models to develop sustainable titles, commonly known as Live Service Games. Despite their potential for success, Live Service Games require substantial, continuous investment in operational needs and system maintenance.

Consequently, player retention and financial support through player purchases are vital for maintaining the viability of Live Service games. One strategy frequently implemented in this genre is the in-game monetization system.

However, what are the underlying secrets behind the success of these monetization techniques, beyond the mere necessity of purchasing in-game items? To address this question, a student from the Management Study Program at Universitas Dian Nusantara (UNDIRA) conducted a study on a popular title, Mobile Legends.

Mobile Legends: Bang Bang, an online game released by Moonton in 2016, has recorded significant retention rates across various demographic segments, particularly in Indonesia, with a user base reaching 120 million active players. With elements of strategy and teamwork supported by high-quality visuals, it is unsurprising that Mobile Legends has become a market leader for many.

According to the UNDIRA student's study, aesthetic elements alone are insufficient to promote game monetization. The primary focus of the analysis is how to garner player trust regarding in-game purchases. The research utilized Smart Partial Least Square (SmartPLS 3.0) software to analyze data from 100 active Mobile Legends players in the Tanjung Duren area, West Jakarta.

Referring to purchase intention and buyer trust in products, research published by Rasyid (2004) explains that purchase intention is heavily influenced by the correlation with Rational Appeal as a determinant in decision-making.

The research also found that price is not the sole primary indicator in purchasing decisions. In accordance with Reinforcement Theory, the reinforcement of positive experiences and purchase justification (whether subjective or objective) is capable of influencing the perception of potential buyers.

Therefore, the student incorporated Visual and Informational Appeals as additional factors that not only influence the maintenance of trust but also justify the price and expenditures deemed "worth it" by Mobile Legends diamond buyers.

Overall, the dynamics of the digital creative industry—especially involving video games like Mobile Legends—highlight significant potential that requires further exploration from a digital entertainment perspective. This case study on Mobile Legends: Bang Bang by the UNDIRA student provides empirical evidence that the sustainability of a game relies not merely on technical or visual quality, but on psychologically and strategically designed monetization strategies.

Research from the Management Study Program demonstrates that the key to a successful marketing campaign goes beyond the concept of "riding the wave," particularly in a fiercely competitive industry like Video Games. From a managerial standpoint, long-term studies of market sentiment and public preferences are essential for establishing operational stability and a long-lasting business ecosystem.