It is estimated that from 2015 to 2025, the Global Multiplayer Online Game (MMOG) market will be growing at a compound annual growth rate of 10.2%. However, rapid market changes have shortened the lifespan of many MMOGs. This market phenomenon may demotivate prospective market players and thus decelerate the market growth. To address the lifespan issue, we conducted a netnographic case study on ‘TalesRunner’, which has successfully operated for longer than many other MMOGs. Based on the data from over 5.2 million messages from its official forum, as well as data from different secondary sources, we established a lifecycle model of MMOG in conjunction with the Technology-Organization-Environment (TOE) framework and offered theoretical implications for both MMOG and lifecycle theory.

JEL Classification: M15

据估计，从2015年到2025年，全球多人在线游戏（MMOG）市场将以10.2％的复合年增长率增长。但是，快速的市场变化缩短了许多MMOG的寿命。这种市场现象可能会削弱潜在的市场参与者，从而减缓市场增长。为了解决生命周期问题，我们对“ TalesRunner”进行了网络研究案例研究，该案例的成功运行时间超过了许多其他MMOG。基于来自官方论坛的520万条消息中的数据以及来自不同二级渠道的数据，我们结合技术-组织-环境（TOE）框架建立了MMOG的生命周期模型，并为这两个MMOG提供了理论上的启示和生命周期理论。

JEL分类：M15