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According to the data of market research and analytics from Holland firm New Zoo, even if the total population of Taiwan is merely 23 million people, the games revenue has reached 12.68 billion US Dollars (394 billion New Taiwan Dollars). This is quite significant number which means the average expense of USD 63.4 (NTD 2,000) per user on gaming product. However, in recent years as for those new release games in China, under the circumstance of stricter examination, instead of waiting for a long time for approvals, more and more game developers and publishers in China start with overseas issue to earn the sufficient cash flow to survive and run the company first. Since Taiwan has high similarities of culture and language, Taiwan has become the first battlefield of overseas issue for these games companies in China ,which makes mobile games market in Taiwan more crowded and increases the marketing cost constantly. This case study analysis shows the company is ranked as top 10 by sales amount in mobile games market in Taiwan. Because of the rapid competitive changes from global suppliers and mobile games companies in China, the agency business model of the company in this case study is facing huge challenges therefore the reactive transformation strategy shall be proposed after finding out the bottleneck by giving overall review. Strengthening the company’s original organization structure will be the main direction, on the other hand self-development would be considered as the main strategy for the case company’s development in the next 3-5 years. And whether this could be successfully transformed into the key factor of vertical integration of self-development, operation and marketing or not, it could be found through this research when the case company faces the challenges in a highly competitive market environment, it adopts which direction of transformation strategy and builds up a research process and management in the self-development process with more scientific tools. This will be the direction basis of strategy reference for Taiwan mobile game companies in the future.
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