個人電腦遊戲的數位平台策略

Abstract

個人電腦遊戲市場在近幾年經歷了興盛，衰退，又再度興起的情況。這背後的主因就是重新塑造整個產業面貌的數位平台。這篇論文旨在對數位平台為電腦遊戲帶來的改變有更深入的了解，並發展業者能效法的數位平台策略。本篇論文首先基於產業領導者Steam的案例發展一個通用的三階段模型，並藉由此模型與另外四位主要的市場競爭對手的比較來導出通用或特定的數位平台策略讓業者能依據各自的市場定位來塑造自己獨有的競爭優勢。我們結論的含意為讓電腦遊戲業者能將他們傳統的獨立事業轉化成數位平台的形式。

The PC game market rise, fall, and rise again in recent years due to digital platforms reshaping the industry’s landscape. This thesis aims to have a deeper understanding of this digital platform transformation of PC games and develop digital platform strategies for vendors to follow suit. The thesis first develops a general three-stage model for digital platforms based on the dominant industrial leader, Steam, and then compares this model with four major followers in this market to derive general and specific digital platform strategies for vendors to develop their unique competitive advantages based on their market positions. The thesis concludes with a set of implications for PC game vendors to transform their traditional standalone business into a digital platform.