Digital-Distribution Als Geschäftsmodell Der Zukunft Für Die Spieleindustrie

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Digital-Distribution Als Geschäftsmodell Der Zukunft Für Die Spieleindustrie Abschlussarbeit zur Erlangung des Bachelorgrades "Bachelor of Arts" an der Hochschule Aalen Fakultät Wirtschaftswissenschaften Studiengang Internationale Betriebswirtschaft Thema: Digital-Distribution als Geschäftsmodell der Zukunft für die Spieleindustrie Ausgabetermin: 01.04.2010 Abgabetermin: 01.08.2010 Betreuer: Prof. Dr. Alexander Strehl Eingereicht von: Maximilian Kaczynski (Matrikelnummer: 26624) Brucknerweg 2 74182 Obersulm I Inhalt I Inhalt ................................................................................................................................I II Abkürzungen ................................................................................................................. IV III Abbildungen ................................................................................................................... V IV Tabellen ....................................................................................................................... VII 1. Zielsetzung ......................................................................................................................1 2. Das rasante Wachstum der Spielebranche......................................................................3 2.1. Die USA als größter Einzelmarkt für Videospiele ..................................................... 3 2.2. Deutschland als zweitwichtigster Markt in Europa.................................................... 4 2.3. Die neue Konsolengeneration als Wachstumstreiber ............................................... 5 2.4. Onlinespiele, Handygames und Casual Gaming ...................................................... 6 3. Die klassische Wertschöpfungskette ...............................................................................8 3.1. Die Plattformbetreiber .............................................................................................. 8 3.1.1. Der PC/Mac ...................................................................................................... 8 3.1.2. Stationäre Konsolen .......................................................................................... 9 3.1.3. Handhelds .......................................................................................................10 3.2. Engine-Produzenten ...............................................................................................11 3.3. Developer ...............................................................................................................11 3.3.1. First-Party ........................................................................................................11 3.3.2. Third Party .......................................................................................................12 3.3.3. Spieleentwicklung in Deutschland ....................................................................13 3.4. Publisher ................................................................................................................13 3.4.1. Integrationsprozesse der Publisher ..................................................................14 3.4.2. Blockbuster als Standbein für die Publisher .....................................................14 3.5. Distributor ...............................................................................................................15 3.5.1. GameStop als Beispiel für den Retail ...............................................................16 3.5.2. Gebrauchtspiele als wichtige Einnahmequelle .................................................16 3.5.3. Entwicklung der Spielepreise ...........................................................................18 3.6. Preisbildung und Umsatzverteilung in der klassischen Wertschöpfungskette..........18 3.7. Der Kundenstamm ..................................................................................................19 3.7.1. Der Durchschnittsspieler ..................................................................................20 3.7.2. Immer mehr weibliche Gamer ..........................................................................20 3.7.3. Genrevorlieben ................................................................................................21 3.7.4. Core Gamer vs. Casual Gamer ........................................................................21 3.7.5. Der Communityaspekt .....................................................................................22 I 4. Digital-Distribution als Geschäftsmodell der Zukunft ...................................................... 23 4.1. Gründe für digitalen Vertrieb ...................................................................................24 4.1.1. Kostensenkung und größere Gewinnmargen ...................................................24 4.1.2. Eliminierung des Gebrauchtspielemarktes .......................................................24 4.1.3. Raubkopien bedrohen die Branche ..................................................................25 4.1.3.1. P2P macht einen Großteil des weltweiten Internet-Traffics aus ..............26 4.1.3.2. Modern Warfare 2 als beliebteste Kopie 2009 ........................................27 4.1.3.3. PC-Entwickler denken um .......................................................................28 4.2. Anfänge digitaler Distribution ..................................................................................29 4.2.1. Demos und Patches .........................................................................................29 4.2.2. Browserspiele und andere Casualgames .........................................................29 4.2.3. Multiplayer und Open Betas .............................................................................30 4.2.4. Onlineaktivierungen .........................................................................................31 4.3. Verschiedene Strategien und Geschäftsmodelle ....................................................32 4.3.1. Downloadable Content .....................................................................................32 4.3.2. EAs „Project Ten Dollar“ und der „Online Pass” ...............................................35 4.3.3. Episodic Releases ...........................................................................................36 4.3.4. Suscriptions .....................................................................................................37 4.3.5. Games als Download-Only ..............................................................................38 4.3.6. Free-to-Play, Micropayment und Werbefinanzierung .......................................39 4.4. Die wichtigsten Vertriebsplattformen .......................................................................39 4.4.1. Xbox Live .........................................................................................................40 4.4.1.1. Marketplace ............................................................................................41 4.4.1.2. Xbox Live Arcade und Indie Games ........................................................42 4.4.1.3. Weitreichende Community Features .......................................................44 4.4.2. PlayStation Network .........................................................................................45 4.4.2.1. PlayStation Store ....................................................................................46 4.4.2.2. PlayStation Plus ......................................................................................47 4.4.2.3. Zusätzliche Features...............................................................................48 4.4.3. Nintendo ..........................................................................................................48 4.4.3.1. WiiShop Kanal ........................................................................................49 4.4.3.2. DSi-Shop ................................................................................................50 4.4.3.3. Bevorstehende Änderungen ...................................................................50 4.4.4. Apple AppStore ................................................................................................51 4.4.4.1. Apple erobert den Handheldmarkt ..........................................................51 4.4.4.2. Games im AppStore................................................................................53 II 4.4.4.3. Verstärkter Fokus auf Gaming ................................................................56 4.4.5. Steam ..............................................................................................................57 4.4.5.1. Vom Aktivierungstool zum Onlineshop ....................................................57 4.4.5.2. Weltweit die Nr.1 auf dem PC .................................................................58 4.4.5.3. Steamworks ............................................................................................60 4.4.5.4. Neuerungen 2010 ...................................................................................61 4.4.6. Gamesload als Nr.1 in Deutschland .................................................................62 4.4.7. Andere Vertriebsplattformen für den PC ..........................................................63 4.4.8. Facebook als Social Gaming Plattform ............................................................64 5. Bewertung des Digital-Distribution-Ansatz ..................................................................... 66 5.1. Digital-Distribution
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