STRATEŠKA ODRŽIVOST „FREE-TO-PLAY“ POSLOVNOG MODELA RAZVOJA MOBILNIH IGARA
Ključne reči:
Poslovni model, Free-to-Play, Mobilne igre, Konkurentna prednost
Apstrakt
Industrija video igara je jedan od retkih učesnika globalnog tržišta, kog kontinuirano prati trend rasta. Jedan od najčešće implementiranih modela današnjeg tržišta mobilnih igara je upravo Free-to-Play (F2P). Kod ovog modela, igra se korisniku nudi besplatno, uz mogućnost kupovine unutar aplikacije, nadogradnje ili novih funkcija. Cilj rada jeste da se uz pomoć postojećih podataka industrije, analize na konkretnom primeru igre „Homescapes“ i ankete sprovedene aktivnim korisnicima ovog tipa igara, kao i zaposlenima kompanije Playrix, sprovede istraživanje i izvede zaključak o faktorima uspeha F2P poslovnog modela i njegovoj održivosti u budućnosti.
Reference
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[2] M. Jetter, G. Satzger i A. Neus, “Technological Innovation and Its Impact on Business Model, Organization and Corporate Culture – IBM's Transformation into a Globally Integrated and ServiceOriented Enterprise”, Business & Information Systems Engineering, 1(1), 37-45, 2009.
[3] M.W. Johnson, C.C. Christensen i H. Kagermann, “Reinventing your business model”, Harvard Business Review, 86 (12), 50-59, 2008.
[4] A. Afuah i C.L. Tucci, Internet business models and strategies: text and cases. New York: McGraw-Hill, 2001.
[5] K.M. Alomari, T.R. Soomro i K. Shaalan, “Mobile Gaming Trends and Revenue Models,” presented at the International Conference on Industrial, Engineering and Other Applications of Applied Intelligent Systems, Spinger (2016), 671-683, 2016.
[6] T. Fields, Mobile & Social Game Development – Monetization Methods and Mechanics. 2nd ed. Florida: CRC Press, 2014.
[7] M. González-Piñero, “Redefining the value chain of the video games industry report”, Kunnskapsverket – National Knowledge Center for Cultural Industries, Norway, Report no. 01-2017, 2017.
[8] W. Luton, Free-to-play: Making Money From Games You Give Away. Berkeley: New Riders, 2013.
[9] M. Davidovici-Nora, Paid and Free Digital Business Models Innovations in the Video Game Industry. Digiworld Economic Journal, 94, 83-101, 2014.
[10] H. Lin i C.T. Sun, Cash Trade in Free-to-play Online Games. Games and Culture, 6 (3), 270-287, 2011.
[11] J. Hamari i V. Lehdonvirta, Game design as marketing: How game mechanics create demand for virtual goods, International Journal of Business Science and Applied Management, 5 (1), 14-29, 2010.
[12] K. Alha, i sar., “Free-to-Play Games: Professionals’ Perspective,” presented at DiGRA ’14 – Proceedings of the 2014 DiGRA International Conference, Visby, Gotland, maj 29-30, 2014.
[13] D. Takahashi. “SuperData: Games hit $120.1 billion in 2019, with Fortnite topping $1.8 billion”. VentureBeat. https://venturebeat.com/2020/01/02/superdata-games-hit-120-1-billion-in-2019-with-fortnite-topping-1-8-billion/ (Pristupljeno 27.09.2020).
[14] SuperData. “2019 Year in Review – Digital Games and Interactive Media. SuperData, A Nielsen Company.” https://www.superdataresearch.com/2019-year-in-review/ (Pristupljeno 27.09.2020).
[15] Sensor Tower. “Homescapes”. https://sensortower.com/ios/us/playrix/app/homescapes/1195621598/overview (Pristupljeno 29.09.2020).
[2] M. Jetter, G. Satzger i A. Neus, “Technological Innovation and Its Impact on Business Model, Organization and Corporate Culture – IBM's Transformation into a Globally Integrated and ServiceOriented Enterprise”, Business & Information Systems Engineering, 1(1), 37-45, 2009.
[3] M.W. Johnson, C.C. Christensen i H. Kagermann, “Reinventing your business model”, Harvard Business Review, 86 (12), 50-59, 2008.
[4] A. Afuah i C.L. Tucci, Internet business models and strategies: text and cases. New York: McGraw-Hill, 2001.
[5] K.M. Alomari, T.R. Soomro i K. Shaalan, “Mobile Gaming Trends and Revenue Models,” presented at the International Conference on Industrial, Engineering and Other Applications of Applied Intelligent Systems, Spinger (2016), 671-683, 2016.
[6] T. Fields, Mobile & Social Game Development – Monetization Methods and Mechanics. 2nd ed. Florida: CRC Press, 2014.
[7] M. González-Piñero, “Redefining the value chain of the video games industry report”, Kunnskapsverket – National Knowledge Center for Cultural Industries, Norway, Report no. 01-2017, 2017.
[8] W. Luton, Free-to-play: Making Money From Games You Give Away. Berkeley: New Riders, 2013.
[9] M. Davidovici-Nora, Paid and Free Digital Business Models Innovations in the Video Game Industry. Digiworld Economic Journal, 94, 83-101, 2014.
[10] H. Lin i C.T. Sun, Cash Trade in Free-to-play Online Games. Games and Culture, 6 (3), 270-287, 2011.
[11] J. Hamari i V. Lehdonvirta, Game design as marketing: How game mechanics create demand for virtual goods, International Journal of Business Science and Applied Management, 5 (1), 14-29, 2010.
[12] K. Alha, i sar., “Free-to-Play Games: Professionals’ Perspective,” presented at DiGRA ’14 – Proceedings of the 2014 DiGRA International Conference, Visby, Gotland, maj 29-30, 2014.
[13] D. Takahashi. “SuperData: Games hit $120.1 billion in 2019, with Fortnite topping $1.8 billion”. VentureBeat. https://venturebeat.com/2020/01/02/superdata-games-hit-120-1-billion-in-2019-with-fortnite-topping-1-8-billion/ (Pristupljeno 27.09.2020).
[14] SuperData. “2019 Year in Review – Digital Games and Interactive Media. SuperData, A Nielsen Company.” https://www.superdataresearch.com/2019-year-in-review/ (Pristupljeno 27.09.2020).
[15] Sensor Tower. “Homescapes”. https://sensortower.com/ios/us/playrix/app/homescapes/1195621598/overview (Pristupljeno 29.09.2020).
Objavljeno
2021-02-01
Sekcija
Industrijsko inženjerstvo i inženjerski menadžment
