“e-Sports” as a Corporate Strategy of Video Game Firm: A Case Study of Wargaming Company

• Main Authors: Chuang-Chieh Yu, 游創捷
• Other Authors: Yuh-Yuan Tsai
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/wwn45m

碩士 === 國立東華大學 === 企業管理學系 === 102 === This study investigates how the video game firm uses the "e-sports" weapon as a development strategy. By using a case of the game company "Wargaming" in Belarus, this study shows how the company use "e-sports" factor for promoting his product “World of Tanks” and improve the level of players’ engagement and behavior step by step. Qualitative research method was conducted in this study by interviewing with the Wargaming company, the game industry, professional players, and by collecting secondary data, then integrating and analyzing those information. This study revealed that the company used different strategies to adapt different players. Players are divided into several different stages and be motivated to change their consuming habit by e-Sports. In the study the relationship between players in e-Sports game is of great significance, it will enhance the number of players, wield mutual influence of consumer behavior, and reduce the loss of players. According to the finding, we expect to provide a domestic development strategy to other video game companies and suggest a future direction of the developing electronic games for e-Sports product.