Business models and operational issues in the Chinese online game industry 中国网络游戏行业的商业模式与运营问题.pdfVIP

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Business models and operational issues in the Chinese online game industry 中国网络游戏行业的商业模式与运营问题.pdf

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Telematics and Informatics 24 (2007) 130–144 /locate/tele Business models and operational issues in the Chinese online game industry Ian MacInnes *, Lili Hu School of Information Studies, Hinds Hall, Syracuse University, Syracuse, NY 13244-4100, United States Received 27 January 2005; received in revised form 29 March 2006; accepted 13 April 2006 Abstract The rapid growth of Internet usage has enabled many new online communities to develop. A particularly interesting phenomenon that has arisen through Internet communities is the virtual world (VW) style of online game. This paper iden- tiﬁes the challenges that developers of VWs will face in their eﬀorts to ﬁnd viable business models. This is a single case study of China as an exploratory project to determine the issues surrounding business models for virtual world developers and users. The paper discusses the feedback eﬀects between broadband adoption and online games as well as issues such as culture, history, Waigua, private servers, virtual property trade, developer control, governance, and regulation. In spite of the proﬁtability of major Chinese VW operators, close observation of the Chinese case suggests that even the most suc- cessful VW operators are still in the early stages of their business model development. 2006 Elsevier Ltd. All rights reserved. Keywords: Virtual world; China; Business model; Online game 1. Introduction As the Internet continues to grow worldwide, Internet-based channels have become increasingly important for communication. As a result, online communities of many forms and for various purposes have developed and have enabled people to work, socialize and