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Analysis of Online Game Distribution in China’s Internet Cafés

Analysis of Online Game Distribution in China’s Internet Cafés

Qun Ren, Philip Hardwick
Copyright: © 2011 |Pages: 13
ISBN13: 9781616928469|ISBN10: 1616928468|EISBN13: 9781616928483
DOI: 10.4018/978-1-61692-846-9.ch010
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MLA

Ren, Qun, and Philip Hardwick. "Analysis of Online Game Distribution in China’s Internet Cafés." Regional Innovation Systems and Sustainable Development: Emerging Technologies, edited by Patricia Ordóñez de Pablos, et al., IGI Global, 2011, pp. 139-151. https://doi.org/10.4018/978-1-61692-846-9.ch010

APA

Ren, Q. & Hardwick, P. (2011). Analysis of Online Game Distribution in China’s Internet Cafés. In P. Ordóñez de Pablos, W. Lee, & J. Zhao (Eds.), Regional Innovation Systems and Sustainable Development: Emerging Technologies (pp. 139-151). IGI Global. https://doi.org/10.4018/978-1-61692-846-9.ch010

Chicago

Ren, Qun, and Philip Hardwick. "Analysis of Online Game Distribution in China’s Internet Cafés." In Regional Innovation Systems and Sustainable Development: Emerging Technologies, edited by Patricia Ordóñez de Pablos, W.B. Lee, and Jingyuan Zhao, 139-151. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-61692-846-9.ch010

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Abstract

Internet Cafés are the most popular locations for internet users to enjoy online game playing in China. At the beginning of this chapter, the authors analyzed reasons for Internet cafes’ popularity as well as listing difficulties the Internet Cafés are confronting. Applying the distribution strategy put forward by Kasper, the authors analyzed how five of the top ten most popular games are distributed in the Internet cafés by their game operators. In the conclusion, the authors suggest game operators of different market dominance should utilize different distribution strategies (intensive or selective one) to match the game product with the players’ demand. At the end of this chapter, some recommendations are put forward for the Internet cafés to take into account.

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