Journal of Korea Game Society (한국게임학회 논문지)

Korea Game Society (한국게임학회)
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MMORPG Development Company's Successful Market Entry Strategy : A Case Study of NHNgames

MMORPG 산업에서의 성공적인 시장 진입 전략 : NHNgames 사례를 중심으로

  • Yoo, Byung-Joon (Graduate School of Business, Seoul National University) ;
  • Do, Hyun-Myung (College of Business Administration, Seoul National University)
  • 유병준 (서울대학교 경영전문대학원) ;
  • 도현명 (서울대학교 경영대학원)
  • Received : 2011.11.19
  • Accepted : 2010.12.15
  • Published : 2011.02.20
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Abstract

Online game industry has achieved remarkable development not only in Korea, but also in the world with support from huge progress in information technology. By the way, there was calm period that top tier MMORPGs had held their ranks in oligopoly situation before Aion's appearance. At that time, NHNgames succeeded to penetrate into the market and settle down as a major player. In this context, this study will identify the factors of successful market entry strategy and draw helpful ideas by analyzing case of NHNgames which succeeded to enter the market of MMORPG through the basic strategic framework of Kalyanaram and Gurumurthy. This discussion will provide several implications for the solution of online game market penetration problem which might be never ended and for the way of industry's development.

온라인 게임은 최근 십년간 IT 기술의 발전에 힘입어 국내는 물론 해외에서도 눈부신 발전을 거듭하고 있다. 그런데 최근 대작 게임인 아이온이 나오기 전까지 수년간 MMORPG의 상위 순위가 변동되지 않고 과점상태를 유지했었다. NHNgames는 그 기간에 성공적으로 시장에 진입하여 좋은 성과를 내고 주요한 플레이어로 자리매김에 성공했다. 이러한 맥락에서 본 연구는 MMORPG 시장에 성공적으로 진입한 NHNgames의 사례를 Kalyanaram과 Gurumurthy의 기본전략 프레임을 통하여 성공적인 시장 진입 전략의 요소를 정리하고 분석하였다. 이 논의는 이후에도 끊임없이 반복될 온라인 게임 시장 진입의 문제에 함의를 제공하여 산업의 발전을 도모하는 데 기여할 수 있으리라 기대된다.

Keywords

References

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