社交休閒遊戲發展策略—以Zynga與Rovio為例

Abstract

The emergence of ubiquitous internet connectivity through accessing various platforms such as social media sites and apps stores in different modes of convenient personal computing devices in laptops, tablets, and smart phones, social casual games are set to grow substantially in the coming years. Simple addictive games amidst the backdrop of social online era have encouraged a new breed of gamers, social casual gamers. This research will provide an analysis on the social casual gaming industry by utilizing the Porter’s Five Forces Model, Strategic Group Analysis, and Business Model. The successful case of Zynga in social media site Facebook and Rovio in mobile apps will be taken as the focal representative company examples. The belief that everyday people will eventually get tire of the repetitive nature of the simplistic and unoriginal game formats have threatened the sustainability of Zynga and Rovio. Strategic issues will be tackled on to provide action plans going forward on how each company will continue to grow sustainably.