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Author Stenbacka, Björn
Source ACM Digital Library
Content type Text
Publisher Association for Computing Machinery (ACM)
File Format PDF
Language English
Subject Keyword Brand ♦ J2me ♦ Value chain ♦ Mobile content ♦ Net revenue ♦ Porting ♦ Download ♦ Mobile game
Abstract A short value chain, strong brand, strong game concept, broad porting, strong language support (EFIGS, i.e., English, French, Italian, German and Spanish), combined with short time to market and powerful global distribution machinery, are key components in building a successful mobile game and gaming business. But which of these components and factors affect success when success is defined as high revenue per download and high download volumes of the game? Or does the combination of all these factors decide the outcome? These are two central research questions in this study. We specifically describe the effects of using a brand in the mobile games' value chain. The comparative analysis of three J2ME-branded racing games points to the fact that the brand has a significant impact on the value chain and the success of a game. The stronger the brand the shorter the value chain, and the higher the revenue per download and the download volume. To some extent, a strong brand compensates for a lack in game quality, and even game porting. The other way around, we find that if the brand is weak even a good-quality game and very broad porting cannot compensate for the negative impact of a weak brand.
Description Affiliation: Helsinki School of Economics (HSE), Finland (Stenbacka, Björn)
Age Range 18 to 22 years ♦ above 22 year
Educational Use Research
Education Level UG and PG
Learning Resource Type Article
Publisher Date 2008-03-01
Publisher Place New York
Journal Computers in Entertainment (CIE) (CIE)
Volume Number 5
Issue Number 4
Page Count 15
Starting Page 1
Ending Page 15

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Source: ACM Digital Library