The aim of this thesis is to formulate a business of a mobile app producing company, while focusing on some key concepts crucial for this kind of business. Especially the new digital environment marketing, freemium monetization concept supporting features and application features for effective customer retention and payment incentives. How is the concept of new digital environment marketing understood in this thesis? New digital environment is seen as the environment created by the mobile device applications, their distribution channels, social media, their users and some of the other online products. Special attention is dedicated to the social media marketing, Freemium monetization concept is a key element of income for many successful application developers and same it shall be in the case of discussed business. These purchases have to be set in such way, that the benefit provided to the user would be a sufficient motivation for him to realize the purchase, while not discouraging the use of application by those who does not pay. The customer retention is being examined in the environment of mobile device rpg game. The principles and features discussed in this relation are generally applicable.