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題名 遊戲產業訂閱模式之個案分析
Subscription Models of the Video Game Industry: a Multi-Case Analysis作者 王晧宇
Wang, Hao-Yu貢獻者 邱奕嘉
Chiu, Yi-Chia
王晧宇
Wang, Hao-Yu關鍵詞 訂閱經濟
訂閱模式
遊戲產業
平台
平台競爭
Subscription Economy
Subscription Business Model
Gaming Industry
Platform
Platform Competition日期 2021 上傳時間 4-Aug-2021 16:25:24 (UTC+8) 摘要 隨著訂閱經濟在各個市場中逐漸嶄露頭角，數位娛樂市場中如Netflix、Spotify等公司也相繼取得相當不錯的成績，訂閱模式顯然成為近代經濟市場中最熱門的話題，這種足以改變市場環境的訂價方式也開始在電子遊戲市場被討論，多家遊戲開發商趁著這股熱潮，紛紛在市場中嘗試投入此種新興的遊戲訂閱付費制度，但受限於遊戲市場的環境特性與消費者的購買習慣，目前現有的遊戲訂閱仍在尋找適合的營運模式。本研究將以多個案的方式呈現，先透過梳理遊戲產業成長經歷的多項付費模式，來了解現今市場中主要採取的消費方式以及整體環境狀態，來分析遊戲訂閱模式在各遊戲市場的現況，再藉由智慧型手機遊戲市場的Google與Apple和遊戲主機端市場的Sony和Microsoft等四家個案，檢視各家在訂閱模式上所面對的客群、資源的利用、採取的策略等異同之處，以此來歸納出訂閱模式在電子遊戲市場中的策略關鍵。
As the success of the subscription economy gradually emerges in various markets, and companies in the digital entertainment market such as Netflix and Spotify have also achieved quite good results, the subscription model has become popular in the modern economic market. This pricing strategy which is sufficient to change the environment of market has also begun to be widely discussed in the video game market. Many video game developers and publishers have tried to invest in this subscription trend in the video game market. However, limited by the unique environment and characteristics of the video game market and consumers` buying habits, the existing game subscription services in the market are still looking for a suitable operating model.This research is presented in the form of multiple cases. First, by walking through the multiple payment models that the video game industry has experienced, we can understand the overall environment and main consumption methods in the current market, and analyze the situation of the game subscriptions. Next, through four cases, including Google and Apple in the mobile gaming market, and Sony and Microsoft in the console games market, we can identify the similarities and differences of the target audience, resource utilization, and strategies adopted by each companies’ game subscription. In this way, we can summarize the key to the success of subscription strategies in the video game market as a reference for the follow-up company strategy.參考文獻 一、 中文文獻1.專書Geoffrey G. Parker, Marshell W. Van Alstyne, & Sangeet Paul Choudary，(2016)。平台經濟模式：從啟動、獲利到成長的全方位攻略。台灣：天下雜誌股份有限公司。Hermann Simon，(2018)。精準訂價：在商戰中跳脫競爭的獲利策略。台灣：天下雜誌股份有限公司。Nick Mehta, Dan Steinman, & Lincoln Murphy，(2019)。絕對續訂！訂閱經濟最關鍵的獲客、養客、留客術。台灣：城邦文化事業股份有限公司–商業周刊。Robert K. Yin，(2001)。個案研究法。台灣：弘智文化事業有限公司。毛葦，(2019)。訂閱經濟：數字時代的商業模式變革。中國：電子工業出版社。左軒霆、偉瑟特，(2019)。訂閱經濟：如何用最強商業模式，開啟全新服務商機。台灣：天下雜誌股份有限公司。陳威如、王詩一，(2016)。決勝平台時代：第一本平台化轉型實戰攻略。台灣：城邦文化事業股份有限公司–商業周刊。陳威如、余卓軒，(2013)。平台革命：席捲全球社交、購物、遊戲、媒體的商業模式創新。台灣：商周出版。蕭瑞麟，(2017)。不用數字的研究：質性研究的思辯脈絡(第四版)。台灣：五南圖書出版股份有限公司。2.網路資料druiber，全球遊戲市場報告：三年後玩家數量將突破30億，上網日期2020年06月26日，檢自：https://www.3dmgame.com/news/202006/3791741.htmlEdward，【專欄】訂閱制正夯？解析行動裝置兩大平台 Google Play Pass、Apple Arcade 訂閱服務，上網日期2019年12月30日，檢自：https://gnn.gamer.com.tw/detail.php?sn=190795MikaBrea，遊戲訂閱制時代來臨，EA Origin、Xbox Game Pass、PlayStation Now 各平台功能、福利完整比較！，上網日期2019年07月23日，檢自：https://www.techbang.com/posts/71542-the-era-of-game-subscriptions-is-here-buy-instead-of-subscriptions-100-games-cant-be-playedMiula，亞馬遜Luna參戰！三大科技巨頭的雲端遊戲大戰與串流遊戲的未來！，上網日期2020年10月23日，檢自：https://www.bnext.com.tw/article/59763/amazon-luna-MrSun，遊戲訂閱服務的大時代，對玩家與開發者來說是否值得？，上網日期2019年10月20日，檢自：https://medium.com/@MrSun1994/%E9%81%8A%E6%88%B2%E8%A8%82%E9%96%B1%E6%9C%8D%E5%8B%99%E7%9A%84%E5%A4%A7%E6%99%82%E4%BB%A3-%E5%B0%8D%E7%8E%A9%E5%AE%B6%E8%88%87%E9%96%8B%E7%99%BC%E8%80%85%E4%BE%86%E8%AA%AA%E6%98%AF%E5%90%A6%E5%80%BC%E5%BE%97-314926c99ca0Nano Ho，Google 推出 Play Pass 訂閱服務，超過 350 款遊戲、應用任你玩，上網日期2019年09月26日，檢自：https://technews.tw/2019/09/26/google-play-pass/Sam Liang，「訂閱制」是否會是遊戲營運模式的下一次革命？，上網日期2019年10月05日，檢自：https://s489791150.medium.com/%E8%A8%82%E9%96%B1%E5%88%B6-%E6%98%AF%E5%90%A6%E6%9C%83%E6%98%AF%E9%81%8A%E6%88%B2%E6%A5%AD%E6%A8%A1%E5%BC%8F%E7%9A%84%E4%B8%8B%E4%B8%80%E6%AC%A1%E9%9D%A9%E5%91%BD-3ccc07cfd6c2中央社，66元音樂、遊戲全包了！蘋果推超殺訂閱制，你買單嗎？，上網日期2020年09月16日，檢自：https://www.businessweekly.com.tw/international/blog/3003918陳建鈞，蘋果遊戲、影視訂閱表現差，庫克把Apple Arcade「砍掉重練」能挽回用戶嗎？，上網日期2020年07月01日，檢自：https://www.bnext.com.tw/article/58311/apple-arcade-subscription-service遊戲葡萄，一年後，蘋果遊戲訂閱服務仍然尷尬，上網日期2020年10月15日，檢自：https://technews.tw/2020/10/15/apple-arcade-wont-popular-anymore/謝依靜，Google的創新文化，上網日期2009年2月28日，檢自：http://newspaper.im.mgt.ncu.edu.tw/1-24pic/08/200902/t2.htm靈巧，【開發知識】------推動遊戲的齒輪，關於遊戲收費方式的演進，上網日期2019年01月06日，檢自：https://home.gamer.com.tw/creationDetail.php?sn=4251554 二、 外文文獻1.期刊Bothun, D., Driscoll, L., Lieberman, M., & Yatsko, M. (2012). The evolution of video gaming and content consumption. Industry Research, International Reports.Cennamo, C. (2019). Competing in digital markets: A platform-based perspective. Academy of Management Perspectives, (ja).Cennamo, C., Ozalp, H., & Kretschmer, T. (2018). Platform Architecture, Multihoming and Complement Quality: Evidence from the US Video Game Industry. Information Systems Research, Forthcoming.Drummond, A., & Sauer, J. D. (2018). Video game loot boxes are psychologically akin to gambling. Nature Human Behaviour, 2(8), 530-532.Kallio, K. P., Mäyrä, F., & Kaipainen, K. (2011). At least nine ways to play: Approaching gamer mentalities. Games and Culture, 6(4), 327-353.Li, S., Luo, Q., Qiu, L., & Bandyopadhyay, S. (2020). Optimal Pricing Model of Digital Music: Subscription, Ownership or Mixed?. Production and Operations Management, 29(3), 688-704.Looy, J. V. (2015). Online games characters, avatars, and identity. The international encyclopedia of digital communication and society, 1-11.Martínez, C. (2019). The struggles of everyday life: How children view and engage with advertising in mobile games. Convergence, 25(5-6), 848-867.Mortensen, T. E. (2015). Online Games and Role Playing. The International Encyclopedia of Digital Communication and Society, 1-6.Poels, K., De Kort, Y., & IJsselsteijn, W. (2012). Identification and categorization of digital game experiences: a qualitative study integrating theoretical insights and player perspectives. Westminster Papers in Communication and Culture, 9(1), 107-129.Stabell, C. B., & Fjeldstad, Ø. D. (1998). Configuring value for competitive advantage: on chains, shops, and networks. Strategic management journal, 19(5), 413-437.土井教之. (2017). 両面市場におけるビジネスモデルと競争: わが国ゲーム産業の例. 経済学論究, 71(3), 43-58.2.網路資料43% of Active Smartphones Will Be 5G-Ready by 2023: The Global Mobile Market Is on Track for Substantial Growth and Game-Related Engagement, Retrieved from https://newzoo.com/insights/articles/mobile-game-market-2020-smartphone-users-game-revenues-5g-ready-engagement/Console MAU Data: Adding Games to Subscription Services Leads to Longer-Tail Engagement, Retrieved from https://newzoo.com/insights/articles/consule-mau-data-how-subscriptions-like-xbox-game-pass-and-playstation-plus-affect-maus/COVID-19’s Impact on the Mobile Games Market: Consumer Engagement Spikes as Revenues Exceed $77 Billion in 2020, Retrieved from https://newzoo.com/insights/articles/mobile-games-market-engagement-revenues-covid-19-gaming/Global Game Revenues Up an Extra $15 Billion This Year as Engagement Skyrockets, Tom Wijman, Retrieved Nov 4 2020, from https://newzoo.com/insights/articles/game-engagement-during-covid-pandemic-adds-15-billion-to-global-games-market-revenue-forecast/Global Game Revenues Up an Extra $15 Billion This Year as Engagement Skyrockets, Retrieved from https://newzoo.com/insights/articles/game-engagement-during-covid-pandemic-adds-15-billion-to-global-games-market-revenue-forecast/Google Play Pass vs Apple Arcade: The battle of the curated app subscriptions, Retrieved from https://www.androidauthority.com/google-play-pass-vs-apple-arcade-1032391/Half a Billion Dollars in 2020: The Cloud Gaming Market Evolves as Consumer Engagement & Spending Soar, Retrieved from https://newzoo.com/insights/articles/global-cloud-gaming-market-report-consumer-engagement-spending-revenues-2020-2023/Hypercasual Games Introduced Millions of Consumers to the World of Gaming: What’s Next?, Retrieved from https://newzoo.com/insights/articles/hypercasual-mobile-games-introduced-millions-of-consumers-to-gaming-ultracasual-interview-crazylabs/Newzoo Global Games Market Report, Retrieved from https://newzoo.com/products/reports/global-games-market-report/Newzoo Global Mobile Market Report, Retrieved from https://newzoo.com/products/reports/global-mobile-market-report/Newzoo’s Games Trends to Watch in 2020, Retrieved from https://newzoo.com/insights/articles/newzoos-games-trends-to-watch-in-2020/Newzoo’s Games Trends to Watch in 2021, Retrieved from https://newzoo.com/insights/articles/newzoos-games-trends-to-watch-in-2021/Subscription Model is the Trend for Gaming, Retrieved from http://www.joymecapital.com/news/subscription-model-trend-gaming/#_ednref1The Cloud Gaming Market Will Pass the Billion-Dollar Mark in 2021 with Revenues of $1.4B, Retrieved from https://newzoo.com/insights/articles/cloud-gaming-market-first-billion-dollar-year-23-7-million-paying-users-will-generate-revenues-of-1-4-billion-in-2021/The Future of Gaming Is Subscription, Retrieved from https://variety.com/2019/gaming/columns/the-future-of-gaming-is-subscription-1203146012/The Netflix of gaming? Why subscription video-game services face an uphill battle, Retrieved from https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/the-netflix-of-gaming-why-subscription-video-game-services-face-an-uphill-battle#The World’s 2.7 Billion Gamers Will Spend $159.3 Billion on Games in 2020; The Market Will Surpass $200 Billion by 2023, Retrieved from https://newzoo.com/insights/articles/newzoo-games-market-numbers-revenues-and-audience-2020-2023/Video Game Subscriptions — A Fad, Or the Future?, Retrieved from https://tweddlr.medium.com/video-game-subscriptions-a-fad-or-the-future-2c579eff24f7Xbox Game Pass vs PlayStation Now: which is the best game subscription service?, Retrieved from https://www.techradar.com/news/xbox-game-pass-vs-playstation-now-which-is-the-best-game-subscription-service 描述 碩士
國立政治大學
科技管理與智慧財產研究所
107364122資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107364122 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu, Yi-Chia en_US dc.contributor.author (Authors) 王晧宇 zh_TW dc.contributor.author (Authors) Wang, Hao-Yu en_US dc.creator (作者) 王晧宇 zh_TW dc.creator (作者) Wang, Hao-Yu en_US dc.date (日期) 2021 en_US dc.date.accessioned 4-Aug-2021 16:25:24 (UTC+8) - dc.date.available 4-Aug-2021 16:25:24 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2021 16:25:24 (UTC+8) - dc.identifier (Other Identifiers) G0107364122 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136678 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 107364122 zh_TW dc.description.abstract (摘要) 隨著訂閱經濟在各個市場中逐漸嶄露頭角，數位娛樂市場中如Netflix、Spotify等公司也相繼取得相當不錯的成績，訂閱模式顯然成為近代經濟市場中最熱門的話題，這種足以改變市場環境的訂價方式也開始在電子遊戲市場被討論，多家遊戲開發商趁著這股熱潮，紛紛在市場中嘗試投入此種新興的遊戲訂閱付費制度，但受限於遊戲市場的環境特性與消費者的購買習慣，目前現有的遊戲訂閱仍在尋找適合的營運模式。本研究將以多個案的方式呈現，先透過梳理遊戲產業成長經歷的多項付費模式，來了解現今市場中主要採取的消費方式以及整體環境狀態，來分析遊戲訂閱模式在各遊戲市場的現況，再藉由智慧型手機遊戲市場的Google與Apple和遊戲主機端市場的Sony和Microsoft等四家個案，檢視各家在訂閱模式上所面對的客群、資源的利用、採取的策略等異同之處，以此來歸納出訂閱模式在電子遊戲市場中的策略關鍵。 zh_TW dc.description.abstract (摘要) As the success of the subscription economy gradually emerges in various markets, and companies in the digital entertainment market such as Netflix and Spotify have also achieved quite good results, the subscription model has become popular in the modern economic market. This pricing strategy which is sufficient to change the environment of market has also begun to be widely discussed in the video game market. Many video game developers and publishers have tried to invest in this subscription trend in the video game market. However, limited by the unique environment and characteristics of the video game market and consumers` buying habits, the existing game subscription services in the market are still looking for a suitable operating model.This research is presented in the form of multiple cases. First, by walking through the multiple payment models that the video game industry has experienced, we can understand the overall environment and main consumption methods in the current market, and analyze the situation of the game subscriptions. Next, through four cases, including Google and Apple in the mobile gaming market, and Sony and Microsoft in the console games market, we can identify the similarities and differences of the target audience, resource utilization, and strategies adopted by each companies’ game subscription. In this way, we can summarize the key to the success of subscription strategies in the video game market as a reference for the follow-up company strategy. en_US dc.description.tableofcontents 誌謝辭 I摘要 II圖次 VI表次 VII第一章 緒論 1第一節 研究背景與研究動機 1第二節 研究問題與目的 4第三節 論文架構 5第二章 文獻探討 6第一節 遊戲訂閱 6第二節 平台經濟 13第三節 價值網路 21第三章 研究方法 26第一節 研究方法與流程 26第二節 研究架構 29第四章 產業分析 32第一節 電子遊戲產業付費模式之演進 32第二節 電子遊戲產業之現況 44第三節 電子遊戲產業之未來趨勢 49第五章 個案分析 54第一節 個案(一)Google 54第二節 個案(二)Apple 60第三節 個案(三)Sony 65第四節 個案(四)Microsoft 70第五節 個案交叉分析 75第六章 結論與建議 81第一節 研究發現 81第二節 研究命題 85第三節 結論 86第四節 未來研究建議 89參考文獻 90 zh_TW dc.format.extent 2586986 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107364122 en_US dc.subject (關鍵詞) 訂閱經濟 zh_TW dc.subject (關鍵詞) 訂閱模式 zh_TW dc.subject (關鍵詞) 遊戲產業 zh_TW dc.subject (關鍵詞) 平台 zh_TW dc.subject (關鍵詞) 平台競爭 zh_TW dc.subject (關鍵詞) Subscription Economy en_US dc.subject (關鍵詞) Subscription Business Model en_US dc.subject (關鍵詞) Gaming Industry en_US dc.subject (關鍵詞) Platform en_US dc.subject (關鍵詞) Platform Competition en_US dc.title (題名) 遊戲產業訂閱模式之個案分析 zh_TW dc.title (題名) Subscription Models of the Video Game Industry: a Multi-Case Analysis en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻1.專書Geoffrey G. Parker, Marshell W. Van Alstyne, & Sangeet Paul Choudary，(2016)。平台經濟模式：從啟動、獲利到成長的全方位攻略。台灣：天下雜誌股份有限公司。Hermann Simon，(2018)。精準訂價：在商戰中跳脫競爭的獲利策略。台灣：天下雜誌股份有限公司。Nick Mehta, Dan Steinman, & Lincoln Murphy，(2019)。絕對續訂！訂閱經濟最關鍵的獲客、養客、留客術。台灣：城邦文化事業股份有限公司–商業周刊。Robert K. 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