مقاله انگلیسی رایگان در مورد رشد و کاهش در انتشار بازی موبایل – الزویر ۲۰۱۹

Rapidly advancing mobile technology has made mobile games a leader in the global games market. As the market size of mobile games has grown, the competition has also accelerated enormously. Thus, in order to ensure success, mobile games must sustain their initial boom for a long time, as well as attract enough users to solidify their installed base. The purpose of this research is to detect diffusion patterns and identify the determinants of mobile games’ growth and decline hazards. The results show that mobile games have a distinctive brand-level life cycle in which the growth possibility decreases monotonically over time after the release, while the decline possibility rises after reaching the peak and then later begins to fall. This paper shows how the games’ characteristics affect their attracting/holding power. The study provides implications for developers and distributors in terms of how to design, market, and manage mobile games.

Introduction

Rapidly advancing mobile technology has enabled virtually everything to happen in the palms of our hands. This revolution has also changed the global games market. Consumers no longer only rely to their PCs or consoles to play games. Instead, they have grown accustomed to using their hand-held smartphones or tablet PCs to enjoy an immersive gaming experience. Newzoo, a game consulting company, recently reported that the market share of mobile games has already overtaken that of PC and console games. The scale of the mobile games market is expected to reach $36.9 billion at the end of 2016, which is almost 37% of the whole market. The market share is predicted to grow up to 45% by 2019.1 As the market has grown enormously, many game developers have entered the market and have produced a tremendous number of games, which in turn has accelerated the competition. According to an online statistics company, Statista, the number of apps and games submitted per month for release on the iTunes App Store is increasing rapidly [from 3394 (Jan 2012) to 19,130 (Jan 2016)].2 From this hard struggle for existence, the product life cycle of apps has decreased to 54.84 days as of 2012, which is much shorter than that of traditional product categories (Liu, Jia, & Guo, 2014).