As the online gaming industry grows, the freemium model has significantly reshaped the gaming landscape. Based on Consumption Values Theory, our study aims to explore how perceived value—comprising emotional, social, functional, and epistemic values—affects the purchase intentions for seasonal battle passes. Additionally, the study investigates how time constraints and exclusivity moderate these relationships. The findings are expected to offer theoretical and practical implications, potentially guiding future marketing and design strategies in the freemium gaming sector.