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題名 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"
作者 楊宜柔
Yang, Yi-Rou
貢獻者 何富年
Ho, Foo-Nin
楊宜柔
Yang, Yi-Rou
關鍵詞 消費者行為
行銷策略
產品管理
線上遊戲操作
consumer behavior
marketing strategy
product management
online game operations
日期 2021
上傳時間 4-八月-2021 15:04:47 (UTC+8)
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.
參考文獻 Statista. (2020). Online Games worldwide. Retrieved from https://www.statista.com/outlook/212/100/online-games/worldwide
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
陳昱翔. (2019, 5 18). 亞太遊戲市場占全球半邊天 市值比逾49%. Retrieved from 經濟日報: https://money.udn.com/money/story/8888/3821200
Annie, A. (2016, 6 24). Taiwan: The Next Billion-Dollar Market for Western Publishers. Retrieved from App Annie: https://www.appannie.com/en/insights/market-data/taiwan-next-billion-dollar-market/
PwC. (2019). 2019-2023 臺灣娛樂暨媒體業展望. Retrieved from www.pwc.com/outlook: https://www.pwc.tw/zh/publications/topic-report/assets/taiwan-entertainment-and-media-outlook-2019-2023.pdf
林哲宏. (2019, 10 30). 國民體育季刊第四十八卷. Retrieved from 教育部體育署: https://www.sa.gov.tw/Resource/Ebook/637082270490922958.pdf
Statista. (2019). Statista dossier on League of Legends. Retrieved from Statista: https://www.statista.com/study/51642/league-of-legends/
Helm, L. B. (2016). Why Riot Games Is Inc.`s 2016 Company of the Year. Retrieved from inc.: https://www.inc.com/magazine/201612/burt-helm-lindsay-blakely/company-of-the-year-riot-games.html
Crecente, B. (2019, 10 28). League of Legends is now 10 years old. This is the story of its birth. Retrieved from The Washington Post: https://www.washingtonpost.com/video-games/2019/10/27/league-legends-is-now-years-old-this-is-story-its-birth/
SEA. (2020). FY 2019 Annual Report. Retrieved from SEA official website: https://cdngarenanow-a.akamaihd.net/webmain/static/resource/seagroup/press/2020-04-14%20-%20Form%2020-F.PDF
Annie, A. (2020). App Annie年终盘点: 2019年全球热门移动 App 排行榜. Retrieved from App Annie official website: https://www.appannie.com/cn/insights/market-data/a-successful-finale-to-the-decade-mobile-highlights-of-2019/
Moore, M. (2020, 3 24). Gaming industry in Asia Pacific - Statistics & Facts. Retrieved from Statista: https://www.statista.com/topics/2196/video-game-industry-in-asia/
Riot. (2020). Learn the basics. Retrieved from NA League of Legends official website: https://na.leagueoflegends.com/en-us/how-to-play/
Statista. (2019). Statista dossier on League of Legends. Retrieved from Statista: https://www.statista.com/study/51642/league-of-legends/
Chen, T. (2020, Aug 13). Team Lead for Infrastructure, Garena Taiwan. (Y.-R. Yang, Interviewer)
陳聿聰. (2020, 8 14). Game designer. (楊宜柔, Interviewer)
Pai, R.-Y. (2020, 07). LoL director. (Y.-R. Yang, Interviewer)
TC, T. (2020, 09 12). Senior Planner, eSport, Garena Taiwan. (Y. Corrie, Interviewer)
Johnston, R. (2004). Towards a better understanding of service excellence. Emerald Group Publishing Limited.
Dentsu X. (2020). 近幾年各產業(DMA分類)廣告量比較. Retrieved from https://app.powerbi.com/view?pageName=ReportSection359d6d6ee89974491266&r=eyJrIjoiM2VmODdhZTgtNzVhZC00ODNhLTk2MmItNDdjYzI4OWEwYmFiIiwidCI6IjZlODk5MmVjLTc2ZDUtNGVhNS04ZWFlLWIwYzVlNTU4NzQ5YSIsImMiOjh9
MCSPADDEN, K. (2015, 5 14). You Now Have a Shorter Attention Span Than a Goldfish. Retrieved from TIME: https://time.com/3858309/attention-spans-goldfish/
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
107933022
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107933022
資料類型 thesis
dc.contributor.advisor 何富年zh_TW
dc.contributor.advisor Ho, Foo-Ninen_US
dc.contributor.author (作者) 楊宜柔zh_TW
dc.contributor.author (作者) Yang, Yi-Rouen_US
dc.creator (作者) 楊宜柔zh_TW
dc.creator (作者) Yang, Yi-Rouen_US
dc.date (日期) 2021en_US
dc.date.accessioned 4-八月-2021 15:04:47 (UTC+8)-
dc.date.available 4-八月-2021 15:04:47 (UTC+8)-
dc.date.issued (上傳時間) 4-八月-2021 15:04:47 (UTC+8)-
dc.identifier (其他 識別碼) G0107933022en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136426-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 107933022zh_TW
dc.description.abstract (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.en_US
dc.description.tableofcontents TABLE OF CONTENTS
1. Introduction 1
1.1. Aim and objective 1
1.2. Process and outline 2
1.3. Overview of the global video game market 2
1.4. The video game market in Asia and Taiwan 5
1.5. Characteristics of League of Legends 8
1.5.1. Background and statistics 9
1.5.2. League of Legends in Taiwan 12
1.5.3. The operations company and publisher - Garena Taiwan 12
1.5.4. Insights on product operations 14
1.5.5. Insights on product marketing 15
2. Methodology 18
2.1. Online survey among players 18
2.2. Interview with the product manager 19
3. Result 20
3.1. Characteristics of the survey 20
3.2. Analysis of the survey 23
3.2.1. Why players join the game 23
3.2.2. Why players leave the game 26
3.3. Analysis of the interview 28
4. Discussion 30
4.1. How Garena kept the players in League of Legends 30
4.1.1. Deliver the promise 30
4.1.2. Provide a personal touch 32
4.1.3. Solve a Problem 32
4.1.4. Go the extra mile 33
4.2. How Garena generated revenue from the players in League of Legends 33
4.2.1. The benevolent company 34
4.2.2. There is nothing more expensive than something free 34
4.2.3. Platform economics 35
4.3. Why the game was and still is so popular in Taiwan 35
4.4. Evaluation of user habits in games 37
5. Conclusion 38
5.1. Maximizing user engagement 38
5.2. Knowledge of the market preference 39
5.3. Building a robust community 40
6. References 42
zh_TW
dc.format.extent 2902482 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107933022en_US
dc.subject (關鍵詞) 消費者行為zh_TW
dc.subject (關鍵詞) 行銷策略zh_TW
dc.subject (關鍵詞) 產品管理zh_TW
dc.subject (關鍵詞) 線上遊戲操作zh_TW
dc.subject (關鍵詞) consumer behavioren_US
dc.subject (關鍵詞) marketing strategyen_US
dc.subject (關鍵詞) product managementen_US
dc.subject (關鍵詞) online game operationsen_US
dc.title (題名) 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zh_TW
dc.title (題名) Analysis and discussion of key factors driving the longevity of Taiwan’s online games: A case study of "League of Legends"en_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Statista. (2020). Online Games worldwide. Retrieved from https://www.statista.com/outlook/212/100/online-games/worldwide
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
陳昱翔. (2019, 5 18). 亞太遊戲市場占全球半邊天 市值比逾49%. Retrieved from 經濟日報: https://money.udn.com/money/story/8888/3821200
Annie, A. (2016, 6 24). Taiwan: The Next Billion-Dollar Market for Western Publishers. Retrieved from App Annie: https://www.appannie.com/en/insights/market-data/taiwan-next-billion-dollar-market/
PwC. (2019). 2019-2023 臺灣娛樂暨媒體業展望. Retrieved from www.pwc.com/outlook: https://www.pwc.tw/zh/publications/topic-report/assets/taiwan-entertainment-and-media-outlook-2019-2023.pdf
林哲宏. (2019, 10 30). 國民體育季刊第四十八卷. Retrieved from 教育部體育署: https://www.sa.gov.tw/Resource/Ebook/637082270490922958.pdf
Statista. (2019). Statista dossier on League of Legends. Retrieved from Statista: https://www.statista.com/study/51642/league-of-legends/
Helm, L. B. (2016). Why Riot Games Is Inc.`s 2016 Company of the Year. Retrieved from inc.: https://www.inc.com/magazine/201612/burt-helm-lindsay-blakely/company-of-the-year-riot-games.html
Crecente, B. (2019, 10 28). League of Legends is now 10 years old. This is the story of its birth. Retrieved from The Washington Post: https://www.washingtonpost.com/video-games/2019/10/27/league-legends-is-now-years-old-this-is-story-its-birth/
SEA. (2020). FY 2019 Annual Report. Retrieved from SEA official website: https://cdngarenanow-a.akamaihd.net/webmain/static/resource/seagroup/press/2020-04-14%20-%20Form%2020-F.PDF
Annie, A. (2020). App Annie年终盘点: 2019年全球热门移动 App 排行榜. Retrieved from App Annie official website: https://www.appannie.com/cn/insights/market-data/a-successful-finale-to-the-decade-mobile-highlights-of-2019/
Moore, M. (2020, 3 24). Gaming industry in Asia Pacific - Statistics & Facts. Retrieved from Statista: https://www.statista.com/topics/2196/video-game-industry-in-asia/
Riot. (2020). Learn the basics. Retrieved from NA League of Legends official website: https://na.leagueoflegends.com/en-us/how-to-play/
Statista. (2019). Statista dossier on League of Legends. Retrieved from Statista: https://www.statista.com/study/51642/league-of-legends/
Chen, T. (2020, Aug 13). Team Lead for Infrastructure, Garena Taiwan. (Y.-R. Yang, Interviewer)
陳聿聰. (2020, 8 14). Game designer. (楊宜柔, Interviewer)
Pai, R.-Y. (2020, 07). LoL director. (Y.-R. Yang, Interviewer)
TC, T. (2020, 09 12). Senior Planner, eSport, Garena Taiwan. (Y. Corrie, Interviewer)
Johnston, R. (2004). Towards a better understanding of service excellence. Emerald Group Publishing Limited.
Dentsu X. (2020). 近幾年各產業(DMA分類)廣告量比較. Retrieved from https://app.powerbi.com/view?pageName=ReportSection359d6d6ee89974491266&r=eyJrIjoiM2VmODdhZTgtNzVhZC00ODNhLTk2MmItNDdjYzI4OWEwYmFiIiwidCI6IjZlODk5MmVjLTc2ZDUtNGVhNS04ZWFlLWIwYzVlNTU4NzQ5YSIsImMiOjh9
MCSPADDEN, K. (2015, 5 14). You Now Have a Shorter Attention Span Than a Goldfish. Retrieved from TIME: https://time.com/3858309/attention-spans-goldfish/
zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU202100791en_US