Facilitating internationalization speed while achieving universal distribution of mobile gaming apps : a case of universalization by King Digital Entertainment /
A new approach to quick internationalization and its implications for managers in practice. The mobile gaming industry is rapidly growing, fueled by the global adoption of smartphones and high-speed internet services such as 5G networks. International expansion strategy has become more critical for...
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| Format: | eBook |
| Language: | English |
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London :
SAGE Publications: SAGE Business Cases Originals,
2022.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | A new approach to quick internationalization and its implications for managers in practice. The mobile gaming industry is rapidly growing, fueled by the global adoption of smartphones and high-speed internet services such as 5G networks. International expansion strategy has become more critical for the value maximization of mobile game companies. Using King Digital Entertainment's internationalization approach as well as data on 121 mobile gaming apps released in 2014 through the App Store and Google Play, this case delves into a new approach to internationalization for companies in the mobile gaming industry. The main question addressed is "How can mobile gaming companies quickly internationalize and achieve geographic distribution of their mobile gaming apps?" A novel approach to rapid internationalization for mobile game companies is introduced--a combination of standardization and universalization that I call standardization for universalization. Standardization of mobile games allows companies to internationalize their games rapidly. However, it does not guarantee the geographic distribution of mobile games since companies may not universally distribute their games due to localization challenges. The combination of standardization and universalization approach offers companies a powerful source to maximize international value creation because it allows the companies to obviate the need to localize the game contents, but it also makes their mobile games more universally acceptable. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781071914779 1071914774 |