The online game is one of many mobile applications that becomes very popular in the past five years. The game industry market has grown rapidly and has earned a lot of fortune. Indonesia, as the country with the highest number of game players in South East Asia, is very potential for mobile game developers to produce and promote their game products. Nevertheless, local mobile developers still struggle to compete for Indonesian user's loyalty. The purposes of this study are to develop a conceptual model about factors that drive Indonesian gamers to continuously play a mobile game and make in-app purchases. The proposed model was evaluated with an online questionnaire filled by 132 paying customers, using partial least square (PLS) SEM to analyze the data. The result shows that all perceived values (game quality, game social aspect, and monetary value) were positively influenced continuance intention, while only two of them (game quality and monetary value) drive Indonesian gamers to pay for items in the game. This study provides a research model of how values on mobile game drive people to be loyal, by continuously plays and regularly does in-app purchases.