Global Development and Marketing Strategies of Korean Online Games

Jong H Wi
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Jong H Wi: Chung-Ang University, South Korea

Chapter 6 in Innovation and Strategy of Online Games, 2009, pp 139-185 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe following sections are included:Factors affecting global online gaming growthServer operationsPublishing methodDistribution methodThe Chinese market and its distinguishing characteristicsGrowth potentialRisk factorsInternet cafés as online gaming strongholdsThe expansion of Korean gaming in ChinaCases of Korean expansion into ChinaThe Japanese market and its distinguishing characteristicsDistinguishing attributes of the Japanese online game marketDevelopment efforts of Japanese game firmsThe strategies of Japanese game developersStrategies for approaching the Japanese marketThe Japanese market and its distinguishing characteristicsPrimarily MMORPG-based expansionIntroduction of the partial pay revenue modelTypes of publishing and distribution for Korean online games in JapanThe U.S. market and its distinguishing characteristicsPurpose of Internet useU.S. market penetration of Korean game developersYedang online (Global server — direct publishing — online download)NCsoft (Local server — direct publishing — package sales)Gravity (Local server — direct publishing — online download)MGame (Local server — outsourced publishing — online download)

Keywords: Innovation; Online Game Industry; Formation Process of New Industry; Contents Strategy; National Industrial Policy; Cyber Economy; Cyber Culture; Online Business; Console Game; PC Game (search for similar items in EconPapers)
Date: 2009
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