案例研究- 以”英雄聯盟”為例討論及分析台灣網路遊戲長壽之要素

Analysis and discussion of key factors driving the longevity of Taiwan’s online games: A case study of "League of Legends"

楊宜柔(Yang Yi-Rou)

指導教授 ： 何富年

國立政治大學/商學院/國際經營管理英語碩士學位學程(IMBA)/碩士(2021年)

https://doi.org/10.6814/NCCU202100791

摘要

本論文以英文書寫，作者無提供中文摘要。

關鍵字

消費者行為 ； 行銷策略 ； 產品管理 ； 線上遊戲操作

並列摘要

This case study focuses on discussing reasons how League of Legends can sustain in the market with a comparatively long duration in Taiwan. It was the most popular PC game in Taiwan and the game had a record: 1 out of 7 Taiwanese game players at the peak time. This thesis looks at the introduction of the game industry and the history of the League of Legends in order to illustrate the environment when the game was born. Since the marketing cost is extremely high during the launch time, finding a product that can survive in a long term is essential for the game operator. The discussions are focused on the unusual strategy the operator in Taiwan, Garena, deployed and the competitive characters of the game. Two research methods were applied for this case study: An online survey for the players and an interview with the game operator in Taiwan. By cross checking the stories from both the customers’ and the operator’s side, three attributes have been identified in the study: (1) knowing the market preference: a successful game in one market might fail in the other. It is important to appreciate the taste of the target market or to modify the game with the market favor; (2) maximize the user engagement: the longer the user spend their time for the game, the less time they can be distracted from other competitors; (3) build a community and identify with it: if there are friends to hang out in the game, the possibility that the player wants to leave the game will be lower.

並列關鍵字

consumer behavior ； marketing strategy ； product management ； online game operations

參考文獻

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Wikipedia. (2020). Massively multiplayer online game. Retrieved from Wikipedia: https://en.wikipedia.org/wiki/Massively_multiplayer_online_game

Gough, C. (2018). U.S. Online Gaming in the U.S. and worldwide. Retrieved from Statista: https://www.statista.com/study/15568/online-gaming-in-the-us-statista-dossier/

Lindlahr, S. (2019). Digital Media Report 2019 – Video Games. Retrieved from Statista: https://www.statista.com/study/63884/video-games-statistics-2019/

Statista. (2020). Online Games worldwide. Retrieved from Statista: https://www.statista.com/outlook/212/100/online-games/worldwide#market-users