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erlösorientierte Design von Freemium-Online-Games. Eine empirische Untersuchung von Preis- und Produktfaktoren

erlösorientierte Design von Freemium-Online-Games. Eine empirische Untersuchung von Preis- und Produktfaktoren

          
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About the Book

Bachelorarbeit aus dem Jahr 2020 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 1,0, Hochschule Ludwigshafen am Rhein (Hochschule für Wirtschaft und Gesellschaft Ludwigshafen), Veranstaltung: Marketing, Medien, Preismanagement, Produktmanagement, Sprache: Deutsch, Abstract: Prämierung/Auszeichnung: Beste Bachelorarbeit des Jahrgangs. Unternehmen gelingt es mit der Vergabe eines kostenlosen Produkts, mehrere Mio. oder sogar Mrd. Euro Umsatz zu generieren. Das Phänomen ist vor allem in der Games-Branche gegenwärtig nicht mehr unüblich, denn das auf den ersten Blick wenig lukrative Freemium-Geschäftsmodell wird als Wachstumstreiber sowie größtes Marktsegment der Games-Branche gesehen. Als Beispiel lassen sich Fortnite mit 1,8 oder Candy Crush Saga sowie League of Legends mit 1,5 Milliarden US-Dollar Umsatz allein im Jahr 2019 anführen. Dennoch garantiert die Nutzung des Modells keineswegs einen unmittelbaren Erfolg. Der Games-Markt ist durch eine übermäßig hohe Misserfolgsrate von 90 % bei Produktneueinführung geprägt. Dies belegt einen Mangel an Forschungen zu expliziten Faktoren, die ein solches Game gewinnbringend vermarkten. In der Bachelorarbeit stellt sich die Frage, wie Unternehmen nur durch ein kostenloses Spiel große Erfolge erzielen können. Daher bestehen in der vorliegenden Arbeit zwei übergeordnete Forschungsziele. Es soll einerseits analysiert werden, unter welchen Voraussetzungen ein kostenloses Game profitabel ist. Darauffolgend werden die Chancen und Risiken ermittelt, die bei Wahl des Modells im Vergleich zum traditionellen Konzept zu beachten sind. Andererseits werden Preis- und Produktfaktoren identifiziert, die das Freemium-Modell maßgeblich begünstigen und damit die Kaufbereitschaft bzw. Conversion der Nutzer beeinflussen. In diesem Zusammenhang wird die Präferenz der einzelnen Faktoren unter der Berücksichtigung der verschiedenen Nutzergruppen ermittelt. Kapitel 1 umfasst eine Einführung in die Relevan


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Product Details
  • ISBN-13: 9783346301888
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 106
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3346301885
  • Publisher Date: 12 Nov 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 149 gr


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erlösorientierte Design von Freemium-Online-Games. Eine empirische Untersuchung von Preis- und Produktfaktoren
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