缐上遊戲DLC行銷實務以顧客調查作爲商業模式

Best Practices for Marketing DLC in the Online Video Game Industry Using Customer Surveys as a Business Model

丘智良(Zhi-Liang Chew)

指導教授 ： 滝西敦子

共同指導教授 ： 謝冠雄 ； 曹承礎(Seng-Cho Chou)

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2013年)

https://doi.org/10.6342/NTU.2013.10411

摘要

無資料

關鍵字

缐上遊戲 ； 商業模式 ； 追加下載內容

並列摘要

“The global video game market is undergoing a tectonic shift with the emergence of mobile social games cannibalizing its console brethren. Several forces are catalyzing this process, including the world wide proliferation of smart phone devices at a pace dramatically exceeding console sales, China’s refusal to lift the ban of consoles, and evolving consumer purchasing habits towards cheaper, casual games. While correct in predicting the explosion of mobile social games, most gaming industry analysts largely dismiss the possibility that the two mediums can coexist. In this business plan, I expand the definition of “gamer” to people who would not have been circumscribed by the term before the advent of smart phone games. I then develop historical, qualitative, and quantitative arguments that suggest numerous business opportunities which straddle both mediums to generate profit through the company called Cross Counter.

I present a 3 year plan to raise capital for the YouTube video content production company and introduce the personnel necessary to carry out the various tasks, and suggest key strategic markets to focus on within the Asia-Pacific region. At the heart of the business is the Downloadable Contents “DLC” pricing model which aims to assess the optimum pricing strategy in relation to the major variables transaction security, Metacritic score, time to market, gregariousness, and base cost price. As no business venture is devoid of risk, I delineate the potential pitfalls such a startup company can encounter during this precarious period of console market stagnation and mobile game growth. The results show that the Cross Counter: Asia can take advantage of its nimble structure and deftly position itself as a major provider of eSports content production while operating as a social business to promote gamer wellness and more active participation by female gamers.”

並列關鍵字

video games ； dlc ； downloadable contents

參考文獻

Figure 4 “Social Business Assumptions” User Generated

Figure 29 Social Business Model Assumptions (Self Generated)

References

1. Chakesfield, Mark. Modern Warfare 3, Biggest Entertainment Launch Ever. (November 11th, 2011). Retrieved from http://www.techradar.com/news/gaming/modern-warfare-3-biggest-entertainment-launch-ever-1040483

2. Webb, Charles. Interview: The Big Broadcast - TwitchTV, eSports, and Making it Big as an Online Gamer (May 2nd, 2012) Retrieved from http://multiplayerblog.mtv.com/2012/05/02/interview-the-big-broadcast-twitchtv-esports-and-making-it-big-as-an-online-gamer