Today’s media industry is characterized by disruptive changes and business models have been acknowledged as a driving force for success. Current business model research manages only to grasp static descriptions while in reality media managers are struggling with the dynamics of the industry. This article aims to close this gap by investigating a new paradigm of online media business models. Based on three video game case studies of the massively multiplayer online role-playing game genre, this article explores a novel theoretical approach to explain the changes that can be made within business models. The article highlights the importance of changing processes within online media business models and emphasises that the video game sector is at the forefront of business innovation. Finally, it demonstrates that online media business model change is in a trade-off paradigm between capturing or offering potentially higher value per player vs. accessing a potentially larger player-base.

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在线媒体商业模式：视频游戏领域的经验教训

当今的媒体行业以颠覆性变革为特征，商业模式已被公认为是成功的动力。当前的业务模型研究仅设法掌握静态描述，而实际上，媒体经理正在努力应对行业动态。本文旨在通过研究在线媒体业务模型的新范式来弥合这一差距。基于大型多人在线角色扮演游戏类型的三个视频游戏案例研究，本文探索了一种新颖的理论方法来解释可以在商业模型中进行的更改。文章强调了在线媒体业务模型中更改流程的重要性，并强调视频游戏领域处于业务创新的最前沿。最后，