Exploring the Impacts of Promotion Activities in Mobile Game

• Main Authors: CHIH-KAI TIEN, 田志凱
• Other Authors: Shih-Chieh Hsu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/69h2cn

碩士 === 國立中山大學 === 資訊管理學系研究所 === 103 === Smartphone, as we as mobile games running on it, is getting popular as the highly deveopment of mobile technilogies. Highly competitive market drives game developers to conduct various promotion activities to attract new customers and increase revenue. However, the effects of promotion activities are unclear since most past studies in this area focus on acceptance or addition issues from player’s perspective. Therefore, this study attempts to investigate into the effects of mobile game promotion activities. Specifically, this study focuses on understanding the effects of activities on increasing of revenue and number of players. A mobile game was selected to answer our research questions. We first reviewed according literatures to summarize and categorize possible promotion activities. We then investingated the effects of those categorized promotion activities on outcomes by analyzing thirty weeks empirical data and interviewing five players. The results show that revenue can be enhanced by "tool", "interaction", and "possibility" style promotion activities; and number of players can be increased through "tool" and "possibility" style activities. According suggestions on promotion activities promotion are then provided.