| Summary: | 碩士 === 國立臺灣師範大學 === 高階經理人企業管理碩士在職專班(EMBA) === 106 === Up to this moment in 2018, the smart phones and mobile on line have become indispensable necessities in people's lives. The mobile applications hereinafter to be referred as apps are also booming on Google Play and Apple Store. It is formally plays an important role in the lives of the people after breaking the limits of vehicles. The mobile game market is growing rapidly. According to the survey report of the market data analysis organization, NewZoo, the global market size of mobile game (both mobile phones and tablets) will break $30 billion USD (~$900 billion TWD) and become the largest market for gaming. In 2012 the value of the game industry in Taiwan was estimated to be worth over NT$20 billion with annual growth exceeding 10%. Mobile game revenues have performed even better. Not only is Taiwan’s Apple Store ranked 10th in the world in revenue, but Google Play has managed to squeeze into the top 5. This shows the opportunity and scale of Taiwan’s mobile game market should not be overlooked.
However, the mobile game market has gradually matured in recent years due to number of publishers enter the market has increasing largely in past year, which leads the market to an highly competitive level. This study uses Finnish Supercell as an example to examine the marketing strategies of successful mobile games. The results of the study will serve as a reference for businesses who wish to enter the mobile game industry.
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