臺灣博碩士論文加值系統

ABSTRACT

This thesis paper presents a detailed assessment of microtransactions and its role amongst online business models in the gaming industry. In order to shed clarity on this type of model, a brief history is provided, the fundamental elements are explained, and a minor case study on a few companies that have yielded exceptional profit due to this business strategy is included. Two major topics that are subject to analysis include the effects that microtransactions has on customer acquisition and its effects on revenue stream. As this type of business model appeals to customer segments of different niche types, it has resulted in the growth and sales of gaming companies by a high margin. The different types of target demographics are explained and the appeal that microtransactions provide to each group is covered. I provide relevant arguments to corroborate the concept that microtransactions are the new business model of choice for game developers that strive to remain competitive. Furthermore, I conduct an analysis on the Internet as the new universal marketplace for consumers, rendering physical copies obsolete in favor of digital content. Finally, this thesis shares insight on the current market trends as well as the potential contribution of microtransactions to the future sustainability of the gaming industry as a whole.

TABLE OF CONTENTS

THESIS CERTIFICATION /口試委員會審定書 i
ABSTRACT ii
TABLE OF CONTENTS iii
LIST OF FIGURES v
Chapter 1 Introduction to Microtransactions 1
1.1 Brief History 2
1.2 Categorization of Typical Pricing Plans 3
1.3 Virtual Goods 4
1.4 Virtual Services 7
1.5 Additional Value-Added Purchases 8
1.6 Developmental Supply Chain Analysis 10
Chapter 2 Effect on Customer Acquisition 14
2.1 The Young Adult Segment 15
2.2 The Older Adult Segment 16
2.3 The Non-Traditional Customer Segment 18
2.4 Other Factors that may Influence Overall Retention 19
Chapter 3 Effect on Revenue Stream Generation 22
3.1 Direct Contribution to Profit 22
3.2 Analysis of Online Customer Buying Behavior 24
3.3 Brand Loyalty and its Effect on Long-Term Revenue 25
Chapter 4 Industry Case Study 28
4.1 Turbine and the Induction of the F2P Model 28
4.2 The Industry Giants: SOE and Activision Blizzard 29
4.3 Marriage of Competitive Gaming and Microtransactions 31
4.4 The New Paradigm of Preserving an Online Franchise 32
Chapter 5 Future Sustainability of Microtransactions 35
5.1 Viability of the Online Distribution Model 35
5.2 Implications for the Industry 37
5.3 Notable Market Trends and a Forecast of Future Growth 39
5.4 Conclusion 41
REFERENCES 44
METHODOLOGY 47

REFERENCES

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