手游全球化策略 - 南韓手游公司個案研究

Abstract

以南韓手游公司個案來研究手游全球化策略

Gaming industry’s unprecedented growth now challenges traditional forms of entertainment such as film box office, television, digital music. In just a few short decades, the gaming has exploded in huge popularity. It is estimated to reach 196 billion USD in revenue by 2022, now considered to be one of the fastest growing industries on the planet. Mobile is the largest gaming platform, producing 68.5 billion USD in revenue in 2019 which is 45% of the total market that also includes PC and console gaming. Although it is still a relatively new segment of the industry, mobile gaming has been growing with an astonishing growth rate, 2.4 billion people are playing games on mobile in 2019. With the 5G era quick development and expansion, mobile gaming is expected to become a biggest gaming segmentation in the world. It is a clear fact that mobile gaming is growing very fast all over the world, however every country has a different market and situation. This led the need to have different strategies according to each market to get a higher possibility for the success globally in mobile gaming business. This thesis is to find out what kind of factors, characteristics should be considered, how the strategies should have differentiations in each market through analyzing the business strategies for a South Korean mobile gaming company in four representative countries for each phase of industry life cycle.