• Asia Marketing Journal
• /
• v.25 no.3
• /
• pp.148-159
• /
• 2023

As Major League Baseball (MLB)'s continuous decline in popularity has caused its game attendance to drop gradually, the league makes a desperate attempt such as game rule changes to remain relevant. Along with the introduction of new rules to make games more dynamic such as the pitch clock, bigger bases, and defensive shift limitations, it is important for MLB franchises to understand drivers for game attendance. We focus on the effect of accumulated winning performance of the two teams on game attendance, one of the key drivers of game attendance, and investigate how it is influenced by consumer and industry factors such as online search and game rule changes. We find that game attendance increases as the prior winning performance of the home (away) team increases (decreases). We also find that online search and rule changes for more dynamic games moderate the effect of winning performance on game attendance.

• Journal of Korean Society of Industrial and Systems Engineering
• /
• v.40 no.1
• /
• pp.105-113
• /
• 2017

Network externality can be defined as the effect that one user of a good or service has on the value of that product to other people. When a network externality is present, the value of a product or service is dependent on the number of others using it. There exist asymmetries in network externalities between the online and traditional offline marketing channels. Technological capabilities such as interactivity and real-time communications enable the creation of virtual communities. These user communities generate significant direct as well as indirect network externalities by creating added value through user ratings, reviews and feedback, which contributes to eliminate consumers' concern for buying products without the experience of 'touch and feel'. The offline channel offers much less scope for such community building, and consequently, almost no possibility for the creation of network externality. In this study, we analyze the effect of network externality on the competition between online and conventional offline marketing channels using game theory. To do this, we first set up a two-period game model to represent the competition between online and offline marketing channels under network externalities. Numerical analysis of the Nash equilibrium solutions of the game showed that the pricing strategies of online and offline channels heavily depend not only on the strength of network externality but on the relative efficiency of online channel. When the relative efficiency of online channel is high, the online channel can greatly benefit by the network externality. On the other hand, if the relative efficiency of online channel is low, the online channel may not benefit at all by the network externality.

• Journal of Korea Multimedia Society
• /
• v.9 no.12
• /
• pp.1657-1668
• /
• 2006

The last few years have represented a boom for the online gaming industry. Internet-based online games have been an increasingly popular form of entertainment. The gaming industry estimates there will be over 26 million online gaming participants in 2002. The rapid development of online game content and related information technology will increase the size of the industry and have a profound impact on many aspects of our lives and our society. This paper develops the exploratory LISREL model for identifying the factors affecting the players' loyalty to a specific brand of online game. The concepts of flow, word of mouth, feedback, challenge, social norms, and online community activities, etc, are all introduced into the model, as the independent variables directly and indirectly affecting loyalty. Based on data collected from an online survey, the validity of the model has been tested and interesting conclusions have been developed concerning the relationships between loyalty and flow, word of mouth, and other independent variables. It is hoped that this result might provide useful guidelines for developing successful online game content.

• The KIPS Transactions:PartD
• /
• v.11D no.4
• /
• pp.991-1002
• /
• 2004

Online game business has emerged as the most lucrative entertainment industry, with over 20 million platers. The popularity of online games can be attributed to the presence of numerous PC Bangs around the country, which have pushed online games into the mainstream culture while broadband internet services facilitated online game play. The age distribution of online game players is expanding and a variety of new games are under development to target certain age groups. While the online game market continues to expand, with many new online game publishers entering the market, relatively little is known about which factors are strategically important for successful development of online games. A conceptual framework is proposed, and a structural equation modeling, for Identifying the factors affecting the market success of online games, is developed. The concept of online game community, idea generation, systematic development strategy, flexible development process, utilizing demo-version, outsourcing, etc, are ail introduced into the model, as the independent variables affecting the success level of online games directly and indirectly. Based on data collected from questionnaire survey, the validity of the model has been tested and interesting conclusions have been developed concerning the relationships between these variables. Statistical results show that utilizing online game community and system atic development strategy is the key for successful online game development. Other interesting results concerning game development strategy are also provided. It is hoped that this result might provide the useful guidelines for developing the successful online game contents. With a better understanding of key success factors, online game developers should be able to make adjustments in their development and marketing plans, providing them with a sustainable advantage over their competition.

• Journal of Korea Game Society
• /
• v.2 no.1
• /
• pp.36-41
• /
• 2002

Recently, The online role playing games (RPG) get into spotlight of worldwide game marketing area because of the rapid growth of high speed Internet environment during a decade. The almost online RPGs are made of campaign scenario that constructed in series. In this paper, we propose the Distributed Server Model for the Evolutionary Online RPGs which have series scenario (Campaign). In order to represents evolutionary online RPGs, We configure the online RPG server uniquely by means of one to one mapping between logical and physical game world. We also configure the game worlds using circular queue form to express the evolution of civilization by reconstruction of game world.

• The Journal of the Korea Contents Association
• /
• v.9 no.8
• /
• pp.178-189
• /
• 2009

This paper investigates the influence of social networks on the satisfaction and loyalty of online game users. We gather the resulting questionnaires written by all respondents and compare social networks of users in the online game world. Social networks of online game users influence a sense of community. In consequence, the community sense influences the satisfaction and loyalty of online game users, respectively. Therefore, the companies which produce an online game and provide various services to users should consider the social networks and communities of their game users. Especially they have to try to manage the users who are the opinion leaders of the online game. If the companies make good relationships with users who are the opinion leaders of the online game, they would easily improve the loyalty of ordinary users by performing word-of-moth marketing of the users' opinions concerning about the online game.

• Proceedings of the Korean Society for Quality Management Conference
• /
• 2006.11a
• /
• pp.17-22
• /
• 2006

Online game industry is one of the most value added industry and continues to grow rapidly nowadays. This paper classifies the diffusion patterns of online games according to online game genre, estimates coefficients of innovation and imitation using Bass model, extracts the Bass-based adoption life cycle model which reflects the properties of each game, and then analyzes the diffusion pattern of each game. Through the research on the diffusion pattern of online games, if we can identify the characteristics of changing market and consumers in accordance with the product life cycle, we will provide the implications to the marketing strategy, which have to change at every stage of adoption life cycle, not to mention to investment plan.

• The International Journal of Costume Culture
• /
• v.7 no.2
• /
• pp.123-134
• /
• 2004

This study tried to suggest the effective future marketing strategies by analysing marketing strategies of five brands which were selected by sales amount and the growth rate among young casual brands in the L-Department store from 2001 to 2002. According to analysis, brand marketing could summarize to five marketing strategies such as culture marketing, emotion marketing, co-marketing, on-line marketing, and propose marketing. Culture marketing includes 'BB family marketing, star marketing, core marketing, experience marketing. One of the emotion marketing is 'Kidult marketing' which affects cute concept. Co-marketing includes 'Charisma marketing' that cooperates with distribute industry, 'Movata marketing' which cooperates with mobile communication industry, and 'Game marketing' which cooperates with game industry. There are some other marketing strategies such as consumer calling marketing, A.S.A. marketing which is for buyers, QR marketing for quick response, Web site's differentiate marketing and Logo marketing. The suggested marketing strategies for on-coming brands are 'distinguished strategy of the online contents', 'consumer calling strategy' and 'loyalty maximizing strategy'.

• Journal of Korea Game Society
• /
• v.11 no.6
• /
• pp.127-138
• /
• 2011

The creation and interchange of information through the Internet network forms online community and makes Social Network Game (SNG) as a new entertainment by grafting it onto the most popular online games. SNG means the service which amalgamates social network service (e.g., Facebook, Twitter, etc) strong points and the fun of online game. It promotes the intimacy of relation between the friends above social network service and the gaming amusement for users. The domestic SNG market is currently fast changing according to the smart environment which is quickly shifted. The existing online game field will continuously maintain a market size. SNOG will be more developed because it is competitive from the business perspective of managing cost and production cost when compares with the existing online game. In relation to Facebook, Twitter, etc. overseas SNS platform base SNOG service, the domestic competition for launching SNG is expected to heat up as NHN, Daum and SK Communication introduce open type SNS. This study examines the successful factors and strategy for domestic SNOG by studying the case of MapleStory Adventures successful possibility. The possible successful factors are combing SNS on the existing popular online game, marketing through the existing users, and solving the platform problem of a failure factor of NexonStar. This case study is expected to contribute to the domestic SNOG industry development by providing several implications for the successful factors and strategy of SNOG which will be continuously developed.

• Journal of Korea Multimedia Society
• /
• v.7 no.4
• /
• pp.484-495
• /
• 2004

In this paper appears that in this extremely attractive and growing services segment, academics, as well as practitioners, would benefit from investigating the relationships among the players' loyalty, word of mouth and flow, and the impacts of several other key game-related constructs on consumer behavioral intentions. A conceptual framework is proposed and a structural equation model is developed. This paper develops the exploratory LISREL model for identifying the factors affecting the players' loyalty for some specific brand of online games. The concept of flow, feedback, challenge, etc, are all introduced into the model, as the independent variables affecting the loyalty directly and indirectly. Statistical results show that depending upon the types of games, the configuration of structural equation model is a little different from each other, but overall results are very much intuitive in that challenge positively enforces flow, and flow strengthens loyalty. Other interesting results concerning game development strategy are also provided. It is hoped that this result might provide the useful guidelines for developing the successful online game contents. With a better understanding of the players' behavioral intentions, online game developers should be able to make adjustments in their development and marketing plans, providing them with a sustainable advantage over their competition.