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The Impact of Strategic Core-Component Reuse on Product Life Cycles
Business & Information Systems Engineering ( IF 7.9 ) Pub Date : 2021-06-23 , DOI: 10.1007/s12599-021-00706-y
Cristina Mihale-Wilson , Patrick Felka , Oliver Hinz , Martin Spann

The mobile games business is an ever-increasing sub-sector of the entertainment industry. Due to its high profitability but also high risk and competitive atmosphere, game publishers need to develop strategies that allow them to release new products at a high rate, but without compromising the already short lifespan of the firms' existing games. Successful game publishers must enlarge their user base by continually releasing new and entertaining games, while simultaneously motivating the current user base of existing games to remain active for more extended periods. Since the core-component reuse strategy has proven successful in other software products, this study investigates the advantages and drawbacks of this strategy in mobile games. Drawing on the widely accepted Product Life Cycle concept, the study investigates whether the introduction of a new mobile game built with core-components of an existing mobile game curtails the incumbent's product life cycle. Based on real and granular data on the gaming activity of a popular mobile game, the authors find that by promoting multi-homing (i.e., by smartly interlinking the incumbent and new product with each other so that users start consuming both games in parallel), the core-component reuse strategy can prolong the lifespan of the incumbent game.



中文翻译:

战略核心组件重用对产品生命周期的影响

手机游戏业务是娱乐行业中一个不断增长的子行业。由于其高盈利能力、高风险和竞争氛围,游戏发行商需要制定策略,使他们能够以高速度发布新产品,同时又不影响公司现有游戏已经很短的生命周期。成功的游戏发行商必须通过不断发布新的和有趣的游戏来扩大他们的用户群,同时激励现有游戏的当前用户群在更长时间内保持活跃。由于核心组件重用策略在其他软件产品中已被证明是成功的,因此本研究调查了该策略在手机游戏中的优缺点。借鉴广泛接受的产品生命周期概念,该研究调查了采用现有手机游戏的核心组件构建的新手机游戏的推出是否会缩短现有公司的产品生命周期。作者根据流行手机游戏游戏活动的真实细粒度数据发现,通过推广多归属(即通过巧妙地将现有产品和新产品相互链接,以便用户开始同时消费这两种游戏),核心组件重用策略可以延长现有游戏的生命周期。

更新日期:2021-06-23
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