Online Game Companies Research Articles

Exploring virtual goods purchase intentions: an integrated SEM-NCA approach in online gaming

PurposeVirtual goods consumption has risen dramatically in recent years. Recognizing the benefits of virtual goods in generating revenue for online game companies, marketers strive to understand the motives behind virtual goods purchases. We investigated the direct and indirect effects of functional, emotional, and social values through player satisfaction on purchase intention toward virtual goods among online players.Design/methodology/approachIn total, we surveyed 332 online game players utilizing a structured questionnaire. We employed a multi-analytic approach combining partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA) to examine the proposed relationships.FindingsThe findings show that all dimensions of value and player satisfaction significantly affect the intention to acquire virtual goods. However, social value does not exert a significant effect on player satisfaction. Moreover, we confirmed that player satisfaction mediates the relationships between functional value, emotional value, and purchase intention. Furthermore, NCA results indicated that all predictors in the model are necessary conditions of purchase intention for virtual goods.Originality/valueThese findings contribute to an enhanced understanding of purchase intentions among online game players from a symmetric (PLS-SEM) and asymmetric (NCA) perspective by proposing a multi-analytic approach.

Evolutionary game analysis of online game studios and online game companies participating in the virtual economy of online games.

In the context of the new economic development in the post-pandemic era, "play" labor as an important component of digital work has become an inexhaustible driving force for the growth of the digital economy. Previous research has shown that "play" labor, as an emerging business model, can effectively promote the growth of the digital economy. However, there is a relative lack of research on the dynamic evolutionary game between "play" labor suppliers represented by game studios and online gaming companies. In this study, we applied the theoretical approach of dynamic evolutionary game theory to establish a game model depicting the evolution of both parties involved in the virtual economy of online gaming. The aim was to investigate the strategic selection mechanisms and influencing factors for game studios and online gaming companies participating in the virtual economy of online gaming. By analyzing the evolutionary game path, equilibrium points, and factors influencing the evolutionary game outcome, as well as conducting numerical simulation analysis using Matlab software, we found that the incremental gains and costs resulting from the strategic choices of online gaming companies and game studios in engaging in the virtual economy of online gaming affect the evolutionary outcomes. In addition, for the probability ratio of online game studios and online game companies choosing to participate in the virtual economy of online games, whether it is online game studios or online game companies, the larger the initialization ratio, the more likely the evolution result is to develop in a mutually beneficial direction. After an in-depth analysis and discussion of the evolutionary game results, relevant policy recommendations were proposed. We hope to provide a reference for promoting online game companies to strengthen the adequate supervision of online game studios' participation in the virtual economy of online games and optimize and improve the virtual economic environment.

Tencent Game Competitive Advantage Analysis

In 2019, COVID-19 swept the world, significantly blowing the Chinese and global markets. Maintaining market share has become the goal of Chinese and even global enterprises. Based on huge market research and data, a few enterprises are still maintaining growth momentum under the sluggish market environment, and the Tencent game is one of them. This article takes "Tencent Game Competitive Advantage Analysis" as the topic, selects Tencent Game as the research object, analyzes the online game industry environment using Porters five forces model, and analyzes Tencent Games competitive advantages from the aspects of research and development, marketing, operation, and anti-risk ability so that it remains in the leading position in the game market and still obtains much economic income in the face of adverse circumstances. By analyzing Tencents competitive advantages, it has great reference value and experience for the future development of other online game companies.

A theoretical basis for a sponsored location program as a form of joint marketing: a mixed bundling model approach

This study provides the theoretical basis for a 'sponsored location program' - a joint marketing effort designed to benefit all participating parties. We present a mixed bundling model involving two firms: an online game company and an alliance partner. Our model assumes joint sales by the two firms, with generated profit allocated between them. The model implies that under a conventional sponsored location program, changing from separate sales to mixed bundling allows only one, but not both, of the firms to increase profits. But when both firms are free to set prices, changing the retailing mode allows both to increase profits.

Online to offline social interaction on gaming motivations

PurposeThis research examined the social interactions of online game players based on the proposed motivation model in order to understand the transitions of motivation of online game. The authors also separated samples into four categories to compare the difference of different type of online game players.Design/methodology/approachThis study proposed a motivation model for online game player based on existence–relatedness–growth theory. The authors also analyze the transitions of motivations via first-order and second-order Markov chain switching model to obtain the journey of online to offline socialization.FindingsTeamwork–socialization players preferred to make friends in their online gaming network to socialize. Competition–socialization players were mostly students who played games to compete and socialize and may share experience in online or offline activities. Teamwork–mechanics players purely derived pleasure from gaming and were not motivated by other factors in their gaming activities. Competition–mechanics players may already have friends with other gamers in real life.Research limitations/implicationsMore samples can be added to generate more generalizable findings and the proposed motivation model can be extended by other motivations related to online gaming behavior. The authors proposed a motivation model for online to offline socialization and separated online game players into four categories: teamwork–socialization, competition–socialization, teamwork–mechanics and competition–mechanics. The category of teamwork–socialization may contribute to online to offline socialization area. The category of competition–mechanics may add value to the area of traditional offline socialization. The categories of competition–socialization and teamwork–mechanics may help extant literature understand critical stimulus for online gaming behavior.Practical implicationsThe authors’ findings can help online gaming industry understand the motivation journey of players through transition. Different types of online games may have various online game player's journey that can assist companies in improving the quality of online games. Online game companies can also offer official community to players for further interaction and experience exchange or the platform for offline activities in the physical environment.Originality/valueThis research proposed a novel motivation model to examine online to offline socializing behavior for online game research. The motivations in model were interconnected via the support of literature. The authors also integrated motivations by Markov chain switching model to obtain the transitions of motivational status. It is also the first attempt to analyze first-order and second-order Markov chain switching model for analysis. The authors’ research examined the interconnected relationships among motivations in addition to the influential factors to online gaming behavior from previous research. The results may contribute to extend the understanding of online to offline socialization in online gaming literature.

Investigating deception and the impacts on online game players’ choice in China

This article aims to present and analyse the relationship between online game companies and players under four types of deceptions in Chinese game market: mechanism imitation, direct rip off, top-up enticement and negative marketing. The main purpose of this article was to understand how deception affects players’ decision and which type of player is ‘sensitive’ when deception happened. There are 356 valid survey results about attitude to deception collected from players on social network. MGPM* model is used as the data analysis method. Analysis revealed that top-up enticement reduces players’ motivation at highest extent. Players motivated by ‘derivative motivation’ are sensitive and more tend to quit game than those motivated by ‘general motivation’. This research indicates if game company figured out player group structure, when facing survival problem, it can adjust operation strategy by adding deceptions with innocuous effect to players’ motivation to cut operational cost. Meanwhile, the research supplied supporting evidence saying leading companies in game industry should adjust its strategy, changing cognition to growth, reducing deception separation among players and operating from the industrial health perspective.

Factors Affecting Players to Pay Online Games

This paper aimed to investigate the behavior of online game players. Even though online games have experienced rapid development in the community, it is still difficult to convince online gamers in developing countries to pay for the privilege of playing these games. This study focuses on three factors that influence the intention in paying for online games, namely fun, fantasy, and challenge. The respondents surveyed reached 1278 players of Arena of Valor (AOV) in Indonesia. The data were analyzed with Structural Equation Modeling with a Partial Least Square (PLS) approach using SmartPLS. This research developed four hypotheses. The results can be summarized as follows. First, fun has a significant impact on intention to pay. Second, fantasy has a significant impact on intention to pay. Third, challenge has a significant impact on intention to pay. Fourth, fun, fantasy, and challenge have a significant impact on intention to pay. The variable of fun has the greatest influence on intention to pay compared to the variable of fantasy and challenge. A gamer’s feeling has a greater influence on a player’s intention to pay for the game being played. Online game companies need to pay attention to aspects related to fun, so gamers have better judgment for the decision to pay for the game being played.

Measuring Relative Static/Dynamic Efficiency of Korean Game Companies Using DEA and DEA-Window: Focusing on Online and Mobile Game Company

Measuring Relative Static/Dynamic Efficiency of Korean Game Companies Using DEA and DEA-Window: Focusing on Online and Mobile Game Company

CLOUD DATA PROCESSING NETWORK VIA ONLINE GAME USERS

The application could encounter some limitations that will prevent aim from being achieved. The most critical limitation is the fact that not every online game company would like to be partnered in the program. This can seriously affect the success of the application as no credits can be earned if the online game the user is playing are not partnered in the program. This could also cause huge potential loss of users if any major partner decided to pull out from the program. There might also be abuse of the system by reselling premium credit to other players by offering to help them idle their account. This could also result in a security breach as player might lose their account. Additional form of verification should be added, such as mobile authenticator, to prevent such abuse. The user may run multiple instances of the application to stack up on their idle hours. This could be prevented by limiting each one instances to each computer or by verifying the computer’s MAC Address. Such methods can also help in combating major abuse of the application by reselling premium credits earned.

The Investment Strategy When Having a Breach of Tender Offer: A Case Study of Taiwan's Online Game Companies

Having robust investment in the financial market has been the objective of many investors. However, as the financialmarkets in developing countries are not well established, the first-ever settlement default in tender offer happened inTaiwan securities market in August 2016. The Japanese company, Bai Chi Gan Tou, failed to pay for the acquisition.This study uses the contrary investment strategy suggested by Kestner (2003) to analyze 1150 daily trading data ofXPEC Entertainment, a major online game company in Taiwan, during the period 1 January 2012 to 1 September2016. Based on the program trading simulation of 100-day mean reversion trading performance after price diversionand fourteen online game companies as the investment portfolio, the trading profit is $86, showing an increase of10.92%, and exceeds the stock market index by 4.85%.This study further tests the Granger causality, chooses the bellwether stock, X-Legend Entertainment, and uses thetechnical analysis to examine the mean reversion after price diversion based on program trading. The optimalcoefficient from the first stage is extended and used in the second stage to obtain trading profits of $905.59, anincrease of 115.03%. The resulting performance is better than that based on Kestner’s (2003) trading strategy.Therefore, the empirical evidence suggests that latter approach can help make stable profits in the versatile onlinegame stock markets and that the Taiwan online game stock market does not fulfill an efficient market condition. Inconclusion, this study finds evidence supporting our hypothesis that the information of bellwether stock and pricemean reversion characteristic can be used to enhance trading performance in the stock market.

Role of user-created programs in online game consumer behavior

This article reports a study investigating value co-creation in online games through fan-created mods for effects on motivations, experiences, attitudes, and satisfaction. A study of 95 World of Tank players shows that user-created mod programs directly and positively influence players’ experiences and attitudes and also indirectly influence satisfaction. The study provides insights showing that mods benefit both game companies and players. Online game companies can use the results of this study to better understand the value of mods and to recognize that they will gain benefits by encouraging their use.

국내 온라인 게임 산업 생태계 분석 : 개발사-퍼블리셔 관계를 중심으로

This study aims to analyze the structure and characteristics of the domestic online game industry using network analysis. In particular, two-mode network analysis is employed to measure the network structure, centrality, and cluster for two types of online game platforms, online games and mobile games, from 1996 to 2014. We also conduct a dynamic analysis to capture the structural changes in the ecosystem by internal and external environmental changes before and after turning point for each online game platform. It is revealed that the online game econsystem has the higher number of clusters and higher concentration ratio than those of mobile game ecosystem. In dynamic analysis, both platforms exhibit similar trends over time with the increasing number of clusters, enlargement of largest cluster’s size, and decreasing concentration ratio. This study is expected to provide fruitful implications for strategic decision making of online game companies and policy making for the online game industry. †

Analysis of Game Bot's Behavioral Characteristics in Social Interaction Networks of MMORPG

MMORPG (Massively Multiplayer Online Role-Playing Game) is one of the best platforms to observe human's behaviors. In collaboration with a leading online game company, NCSoft, we can observe all behaviors in a large-scale of commercialized MMORPG. Especially, we analyzed the behavioral differences between game bots and human users. We categorized the five groups, Bot-Bot, Bot-All, Human-Human, Human-All and All-All, and we observe the characteristics of six social interaction networks for each group. As a result, we found that there are significant differences in social behaviors between game bots and human.

온라인 게임회사의 전략적 양면성: 엔씨소프트의 활용과 탐험

ABSTRACT This research analyzed the case of Ncsoft to study the organizational learning, exploitation and exploration that create dynamic capability in hypercompetitive environment. First of all, we demonstrated the activities of exploitation and exploration in Ncsoft according to the life cycle of online game industry. An exploitation related to routine, learning and fit with existing environment brings about incremental innovation. In contrast, an exploration associated with non-learning, flexibility with changing environment results in radical innovation. We examined them based on the life cycle of its various game services. NCsoft that built the leading position in online game industry focused the exploitation activities at the stage of beginning period and growth, whereas NCsoft has increased the activities of exploration at period of mature. In addition, the firm conducts an exploration for its brand new game services and R&D. Conversely, An exploitation is conducted for sustainable updating of patch service and marketing and system building. The result implies that online game companies create sustainable competitive advantage using the balance between exploitation and exploration.Keywords : Online game(온라인 게임), Exploitation(활용), Exploration(탐색), Dynamic capability(동태적 역량), Innovation(혁신)

DEA Window 분석을 이용한 국내 온라인 게임 기업의 운영 효율성 평가

This paper measures the operational efficiency of domestic onli ne game companies and analyze its trends and pat-terns by using data envelopment analysis (DEA). DEA is a non-pa rametric approach to measuring the relative efficiency of decision-making units (DMUs) with multiple inputs and output s. 14 online game companies are selected as DMUs and three inputs (number of employees, capital and asset) and t hree outputs (sales, operating profit and net profit) are selected as DEA variables. First, the output-oriented BCC m odel and super-efficiency model are employed to meas-ure the static operational efficiency of the online game compan ies from 2003 to 2012. We also conduct the dynamic analysis with DEA window model to capture the trends of their o perational efficiency influenced by internal and external environmental changes. The results are expected to provide frui tful implications for strategic decision making of online game companies and policy making for the online game industry.

국내 온라인 게임 기업의 해외진출지원 모델의 효율성 연구

This paper reports the political supporting platform, and the outcome evaluation model, which was developed for the Korean on-line game companies that have started to go abroad to publish their games. When they begin to sell their games, they have many difficulties in promoting in other countries including the USA & EU. They try to find solutions to solve these problems, but on-line games still do not have a successful business model because of their unique attributes and environmental features, even though they spent a lot of money and time to enter the international on line game market. Thus far, the local on-line game supporting policy has tried to improve the world competitiveness of local companies by doing diverse activities, such as Global Service Platform(GSP) service, international game competition, and globalization, marketing. On the other hand, there has been only a small number of fruitful results except for GSP. Therefore, in this paper, the result of GSP was verified using the Global on-line game Supporting Chain Model(GoGSCM), which is the new political supporting and evaluation model through survey targeting GSP participations. As a result, GSP was evaluated based on the compatibility, efficiency, effectiveness, and continuity.

사회규범과 크리티컬 매스가 온라인 게임 이용자의 구전의도에 미치는 영향에 관한 연구

본 연구는 온라인 게임의 기존 이용자 유지 및 신규 이용자 유치 방안을 제시하고자 온라인 게임 이용자들의 긍정적 구전에 미치는 요인과 그 구조에 대해 밝히는 것을 목적으로 한다. 기존 연구에서는 게임의 속성이나 이용자의 속성이 온라인 게임 이용의도에 미치는 영향에 주로 초점이 맞춰져 있었다. 하지만 네트워크 기반으로 이용자 간 커뮤니케이션을 동반하는 온라인 게임의 특성상 개별 소비자의 이용뿐만 아니라 확산을 통한 일정 수준의 소비자 확보가 온라인 게임 시장에서 성공의 핵심 요인이다. 즉, 게임 이용자가 증가할수록 게임 이용자가 얻게 되는 가치가 증가할 것이라는 네트워크 외부성을 고려해야 한다. 따라서 본 연구는 온라인 게임의 사회규범적 특성 및 크리티컬 매스의 특성이 온라인 게임에 대한 태도 및 구전의도에 미치는 영향을 규명하고자 하였다. 연구결과 사회규범적 특성과 크리티컬 매스의 특성은 온라인 게임에 대한 태도에 유의한 양(+)의 영향을 미치는 것으로 확인되었다. 또한 사회규범적 특성과 태도는 이용자의 구전의도에 유의한 양(+)의 영향력을 직접적으로 미치는 것으로 밝혀졌다. 이러한 결과는 이용자 확보를 위해 긍정적 구전 확산을 원하는 온라인 게임 기업들에게 사회규범 및 크리티컬 매스의 활용 방안에 대한 실무적 시사점을 제시한다. The purpose of this research is to find the specific structure with factors that affect online game users' positive word of mouth(WOM) for online game companies to maintain existing and new users. In previous studies the influence of characteristics of online games and attributes of users on intention to play online games is mainly focused on. However online games are products with communication on network, so that critical mass through diffusion as well as the use of product by individual consumers is important issues. Therefore, it is necessary to consider network externality effect that the more value can be obtained by more game users. The authors verified that the influence of the variables like social mass and critical mass, affecting consumers' attitude and WOM. According to the research results, social norm and critical mass have significant influence on positive attitude and WOM intention for online games. Another results verified that social norm and users' attitude affect positive WOM intention directly. These results suggest managerial implication regarding social norm and critical mass to online game companies that desire for WOM to get more online game users.

DEA 기반 온라인 게임 성과 관리 포트폴리오 모형

This paper proposes a strategic portfolio model for managing performance of online games. The portfolio matrix is composed of two dimensions: financial performance and non-financial performance. Financial performance is measured by the conventional measure, average revenue per user (ARPU). In terms of non-financial performance, five non-financial key performance indicators (KPIs) that have been widely used in the online game industry are utilized: RU (Register User), VU (Visiting User), TS (Time Spent), ACU (Average Current User), MCU (Maxi- mum Current User). Data envelopment analysis (DEA) is then employed to produce a single performance mea- sure aggregating the five KPIs. DEA is a linear programming model for measuring the relative efficiency of decision making unit (DMUs) with multiple inputs and outputs. This study employs DEA as a tool for multiple criteria decision making (MCDM), in particular, the pure output model without inputs. Combining the two types of performance produces the online game portfolio matrix with four quadrants: Dark Horse, Stop Loss, Jack Pot, Luxury Goods. A case study of 39 online games provided by company 'N' is provided. The proposed portfolio model is expected to be fruitfully used for strategic decision making of online game companies.

What can influence the consumers' online word-of-mouth? An online gaming perspective

With the increasing popularity of broadband networks, the online game market is becoming more mature. One of the most popular online games, World of WarCraft, has more than ten million global members, making it the largest massive multiplayer online role playing game (MMORPG). Thus, this study collects 317 players of the online game ‘World of Warcraft’ to empirically investigate this issue. By manipulating structural equation modelling (SEM), we investigate the relationships among brand image (BI), brand trust (BT), and online word-of-mouth (WOM) to examine the moderating effect of game experiences. This research indicates that BT serves as a partial mediator between brand image and online WOM and specifies the substantial moderating effect of game experiences in BI, BT, and online WOM. Meanwhile, if online game companies can develop a good BI, players will be willing to recommend and share their experiences with others on the internet.

The Role of Fashion in the Characters of Online Games

Abstract This research study aims to discover the relationships among the fashion of characters, storytelling, and game satisfaction in Massive Multiplayer Online Role Playing Games(MMORPG) in order to examine the influence of the fashion of characters in games on storytelling and game satisfaction, and to identify the following constructs: fashion of characters, storytelling, and game satisfaction. The global game market has grown rapidly every year since the introduction of computer games. The size of the global game market in 2010 was 6 billion dollars, and the online game market captured 64.2% of the total market. The competition in the online game market has become increasingly fierce in South Korea. Millions of people now spend several hours per week on MMORPGs, which have several features that attract a large number of users. First, the world of MMORPGs is open and user-oriented. Many game users interact with each other in the same space and play games in their own way. MMORPGs also have continuous...