基于网络外部性的网络游戏定价模式选择

Selection of Online Game in Pricing Based on Network Externality

免费还是付费网络游戏运营模式是游戏进入市场运营之前的重要决策。考查某一玩家异质化的游戏市场,基于游戏玩家的效用函数,建立基于两种不同收费运营模式的收益模型,并进行了数值实验。研究发现,游戏玩家对付费游戏和付费道具的购买意愿,游戏道具相对价值、网络外部性等因素,影响了不同策略的选择决策。研究表明:当游戏玩家对付费游戏和付费道具的支付意愿差别不大时,可以选择付费运营模式;当网络外部性较强时,优先选择免费游戏模式。而在免费模式下,应该弱化付费道具功能价值,强化网络外部性影响。

The paper aims to find a good pricing model for an online game. Which one is better, free-to-play or paid-to-play? Considering an online game market with heterogonous gamers, the revenue model is set in the case of free-to-play and paid-to-play based on gamers’ utility, respectively. Through numerical analysis, the condition of applying which pricing policy is derived. Some factors, such as the gamer’s willingness to pay, the accessory’s value relative to the game, the network effect, etc. are analyzed. The results indicate that paid-to-play is better if there is no difference of willingness to pay between the game and the accessory. The free-to-play model should be the first priority if network effect is strong. If free-to-play is applied, the accessory setting should be emphasized not on its value but on its network effect.