• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.23
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• pp.3-38
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• 2004

On-line game business has emerged as the most lucrative entertainment industry, with over 4 million players in China, with more than 45% of the market dominated by Korean on-line games. While the interactive entertainment market continues to expand, with many new Korean on-line game publishers entering the market, relatively little is known about which factors influence online game players' behavioral intentions (i.e., intention to play, brand-identity, word of mouth, flow, etc.) in this area. It appears that in this extremely attractive and growing services segment, academics, as well as practitioners, would benefit from investigating the relationships among the players' intention to play, social norms, word of mouth, flow, and the impacts of several other key game-related constructs. A conceptual framework is proposed and a simultaneous equation model is developed. This paper develops the exploratory LISREL model for identifying the factors affecting the players' intention to play for on-line games. Based on data collected from on-line questionnaire survey in China, the validity of the model has been tested and interesting conclusions have been developed concerning the relationships between the game-related constructs. It is hoped that this result might provide the useful guidelines for developing the successful on-line game contents. With better understanding of the players' behavioral intentions, Korean on-line game developers should be able to penetrate the China market with sustainable advantage over their competition.

• Journal of Korea Game Society
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• v.11 no.2
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• pp.57-68
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• 2011

This study approaches how newly emerged game companies has implemented strategies for product diversification according to market growth cycle(beginninggrowing-mature) by empirical case study through evolutionary theory and resource based theory approach. At the beginning, online game companies had grown with different strategies(technology based, service based) by initial condition(genre, technological level, user attribute). After market growth, for product diversification, these companies carried out path-dependent alliance strategy(complementary, competitive) depending on resource base(technology capacity, service capacity based). As online game market getting mature, these companies has adapted flexibly in responding to market growth cycle by integrated strategy(naturally selected to mobilize every possible resource capability). By analyzing the alliance strategies pattern of online game companies in newly emerged game industry according to market growth cycle through combination of resource based theory and evolutionary theory, these results suggest that new industrial, theoretical, policy model is required.

• Proceedings of the KIEE Conference
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• 2005.07a
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• pp.775-777
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• 2005

In this paper, effects of the subsidy in the electricity market on the market equilibrium are analyzed. The generation competition markets are considered as the basic market structure. The market equilibrium with Cournot game model is derived, first. Then, the variation of Nash equilibrium is investigated when the subsidies to generation companies are provided. The market equilibrium with the subsidy in the electricity market, which is equivalent to the subgame perfect equilibrium, is analytically derived using Stackelberg game model and backward induction method. From this, how the provisions of subsidy to generation companies can affect the strategic behaviors of the generation companies and corresponding market equilibrium are explored, in this paper. Numerical examples are provided to illustrate the basic idea of this paper.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2004.05a
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• pp.343-346
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• 2004

The purpose of our research is to identify the critical variables and to develop a new methodology for market segmentation of online game market. Our research tested the model with Korean online game users because Korean online game industry is the frontier of global online game industries. Conclusively, the critical variables are the suitability of feedback, the reality of design, the precision of information and the involvement of virtual community. The analysis of segmentation shows that the primary target audiences are positively influenced by the reality of design and the involvement of virtual community. To attract the primary target audiences, online game companies should develop strategies depending on the effectiveness of the variables and the demographic and behavioral characteristics of target audiences.

• 한국게임학회지
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• v.12 no.1
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• pp.34-41
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• 2015

As Mobile game market has saturated, the characteristics of market structure features of economy of scale. Mass-marketing such as TV ad and Subway ad has been performed to enhance the recognition of game. This paper examines the casues of mass- marketing and the impact on the mobile game ecosystems.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.145-151
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• 2011

This study assumed the competitive structure based on genre classification for Korean online game contents market, and carried out the analysis on the degree and characteristics of the competition that appear differently in each sub market classified according to the genre. First, to analyze the market power of the rank 1 and 2 game contents in each genre, using the play time share ratio and standard deviation statistics values in the genre, ANOVA analysis and Cluster analysis were carried out for each genre. According to ANOVA analysis result, in the rank 1 game share ratio in each genre, there was a relationship of 'FPS/Racing > RST/Sports > Poker > Go-stop > RPG > Arcade > Board', and in the play time total share ratio of rank 1 and 2 games, the relationship of 'RTS > FPS/Racing > Sports > RPG > Go-stop > Poker > Arcade > Board' was verified. And in Cluster analysis, the groups of the genres with the degree of market power tendency and the variability at similar level were classified and stated.

• Journal of Korea Game Society
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• v.14 no.5
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• pp.137-146
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• 2014

Recently, the games on the market are getting rich and excellent in the category of design and productions. The style and production quality of cut-scenes also have achieved a continuous development, so how to stand out from multiple designs and gain popularity always acts as a challenge to designers. However, such design strategy up to developers will be failed to judge whether or not design achievements are loved by players and thus cannot meet rapidly changing market demands on both in a quantity and quality. Therefore, this study holds that cut-scene design for video games must set out from user-centered design(UCD). According to literatures with respect to product market, we know that Market Pull imposes far more impacts on success in bringing new products to the market than the technology Push, hence players actually determines the success of a game in competitive game market. This study will help to enhance the immersion of playing game, including the interest and standing out the designer's message without distorting the original impression in the game publishing environment.

• The Transactions of The Korean Institute of Electrical Engineers
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• v.59 no.12
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• pp.2143-2149
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• 2010

Market price and curtailment amounts of the Demand Resource Market(DRM) are determined by competition between electricity consumers. An important aspect of the DRM involves the assessment of strategic behavior of participants for maximizing their profits. This paper presents economic equilibrium models for simulating imperfect competition among electricity consumers in the DRM and analyzes the models at Nash Equilibrium of Game Theory. The proposed demand functions and supply functions of DRM are based on the Demand Resource Market Rules in Korean electricity market. Simulation results show that the models are adequate for obtaining Nash Equilibrium of consumers' competitive curtailment.

• Journal of Korea Game Society
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• v.9 no.6
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• pp.79-92
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• 2009

Domestic on-line game market is growing quickly, but game company doesn't grasp trial of users, and it is bent on to the contents service supply that it was lumped together only. If cannot reflect mind of a user to game contents service, decrease of the existing customer and influx of a new customer is difficult as a loyalty duty of company is decreasingly market share drops, and this is large to company sales will beat it. I will present marketing strategy regarding game contents service of game companys in this study as detecting factors to affect to reuse intention of on-line game users.

• Journal of the Korea Society of Computer and Information
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• v.14 no.3
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• pp.83-91
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• 2009

Recently game industry is emerging as a core of the domestic cultural contents by rapid development of IT technology and also the market scale has growing highly every year. Among various games, particularly the market ratio of MMORPG increases rapidly in domestic and oversea online game market. However it is true that the competition in the oversea market is too week for the investment to the MMORPG development efforts from the domestic game industry. Accordingly this paper collects the interests which players concern. Also this paper analyses and classifies design elements of successful MMORPGS as a way to obtain competition and shows a model in terms of game software qualify to be referred by MMORPG development organizations or companies.