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http://dx.doi.org/10.7583/JKGS.2011.11.1.159

MMORPG Development Company's Successful Market Entry Strategy : A Case Study of NHNgames  

Yoo, Byung-Joon (Graduate School of Business, Seoul National University)
Do, Hyun-Myung (College of Business Administration, Seoul National University)
Publication Information
Journal of Korea Game Society / v.11, no.1, 2011 , pp. 159-168 More about this Journal
Abstract
Online game industry has achieved remarkable development not only in Korea, but also in the world with support from huge progress in information technology. By the way, there was calm period that top tier MMORPGs had held their ranks in oligopoly situation before Aion's appearance. At that time, NHNgames succeeded to penetrate into the market and settle down as a major player. In this context, this study will identify the factors of successful market entry strategy and draw helpful ideas by analyzing case of NHNgames which succeeded to enter the market of MMORPG through the basic strategic framework of Kalyanaram and Gurumurthy. This discussion will provide several implications for the solution of online game market penetration problem which might be never ended and for the way of industry's development.
Keywords
market entry strategy; online game; case study; MMORPG; NHNgames;
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