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Cenotvorba Počítačových Her a Aplikací

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Cenotvorba Počítačových Her a Aplikací EKONOMICKO-SPRÁVNÍ FAKULTA Cenotvorba počítačových her a aplikací Bakalářská práce ANDREJ FAČKOVEC Vedoucí práce: Ing. Petr Mikuš, Ph.D. Katedra podnikového hospodářství obor Podniková ekonomika a management Brno 2021 CENOTVORBA POČÍTAČOVÝCH HER A APLIKACÍ 2 CENOTVORBA POČÍTAČOVÝCH HER A APLIKACÍ 3 CENOTVORBA POČÍTAČOVÝCH HER A APLIKACÍ Bibliografický záznam Autor: Andrej Fačkovec Ekonomicko-správní fakulta Masarykova univerzita Katedra podnikového hospodářství Název práce: Cenotvorba počítačových her a aplikací Studijní program: Podniková ekonomika a management, bakalářský studijní program Studijní obor: Podniková ekonomika a management Vedoucí práce: Ing. Petr Mikuš, Ph.D. Rok: 2021 Počet stran: 81 Klíčová slova: Cenotvorba, Počítačové hry, Free to play, Buy to play, Mikrotransakcie 4 CENOTVORBA POČÍTAČOVÝCH HER A APLIKACÍ Bibliographic record Author: Andrej Fačkovec Faculty of Economics and Administration Masaryk University Department of Corporate Economy Title of Thesis: Price setting of computer games and applications Degree Programme: Business Management, Bachelor’s Studies Field of Study: Business Management Supervisor: Ing. Petr Mikuš, Ph.D. Year: 2021 Number of Pages: 81 Keywords: Price setting, Computer games, Free to play, Buy to play, Microtransactions 5 CENOTVORBA POČÍTAČOVÝCH HER A APLIKACÍ Anotace Predmetom práce je cenotvorba na trhu počítačových hier. Teoretická časť sa zaoberá rôznymi spôsobmi monetizácie, ktoré sú pre tento trh najtypickejšie. V praktickej časti je predstavený zvolený skúmaný podnik a jeho zámer vstúpiť na ázijský herný trh, čo sa stalo určujúcim motívom pre analytickú časť tejto práce. V rámci tejto časti je vytvorená analýza troch najväčších ázijských trhov a na jej základe sú ďalej vytvorené ná- vrhy pre monetizáciu budúceho produktu spoločnosti s ohľadom na po- zorované trendy. 6 CENOTVORBA POČÍTAČOVÝCH HER A APLIKACÍ Abstract The main subject of this thesis is price setting on the video game market. The theoretical part focuses on the different ways of monetisation, that are the most common for this market. In the analytical part, the chosen company, as well as their desire to enter the Asian gaming market is in- troduced, which became the focal point. In the next part, the analyses of the three largest Asian gaming markets are conducted and based on the results, recommendations for the company are created. These aid the company by providing the most suitable monetisation models taking the observed trends into account. 7 CENOTVORBA POČÍTAČOVÝCH HER A APLIKACÍ Čestné prohlášení Prohlašuji, že jsem bakalářskou práci na téma Cenotvorba počítačo- vých her a aplikací vypracoval samostatně pod vedením Ing. Petra Mi- kuše, Ph.D. a uvedl v ní všechny použité literární a jiné odborné zdroje v souladu s právními předpisy, vnitřními předpisy Masarykovy univer- zity a vnitřními akty řízení Masarykovy univerzity a Ekonomicko- správní fakulty MU. V Brně 7. května 2021 ....................................... Andrej Fačkovec 9 CENOTVORBA POČÍTAČOVÝCH HER A APLIKACÍ Poděkování V prvom rade by som sa chcel z celého srdca poďakovať svojej úžasnej priateľke za to, že ma donútila túto prácu reálne napísať. Ďalej by som sa chcel poďakovať svojmu vedúcemu práce Ing. Petrovi Mikušovi Ph.D. za jeho odbornú pomoc. Tiež sa chcem poďakovať každému jednému pra- covníkovi či dobrovoľníkovi bojujúcemu s pandémiou COVID-19, ktorý dopomohol k jej zažehnaniu. Šablona DP 3.0.9-ECON (2020-05-05) © 2014, 2016, 2018, 2019 Masarykova univerzita 11 OBSAH Obsah Seznam obrázků 17 Seznam zkratek a pojmů 18 1 Úvod 19 2 Cenotvorba videohier 20 2.1 Cenotvorba ................................................................................................... 20 2.2 Videohry ........................................................................................................ 20 2.3 Oceňovanie videohier .............................................................................. 21 2.4 Virtuálne meny ........................................................................................... 22 3 Monetizácia počítačových hier 23 3.1 Herné trhy .................................................................................................... 23 3.1.1 Herný trh Európy ............................................................................. 23 3.1.2 Herný trh USA ................................................................................... 24 3.1.3 Herný trh Ázie ................................................................................... 25 3.2 Spôsoby monetizácie ................................................................................ 27 3.2.1 Buy to play model ............................................................................ 27 3.2.2 Free to play model ........................................................................... 28 3.2.3 Pay to play model (Subskripčný model) ................................. 28 3.2.4 DLC ........................................................................................................ 29 3.2.5 Mikrotransakcie ............................................................................... 29 3.2.6 Battle pass .......................................................................................... 30 3.3 Platformy predaja hier............................................................................. 31 3.3.1 Kamenné predajne .......................................................................... 31 3.3.2 Steam .................................................................................................... 32 3.3.3 Epic Games Store ............................................................................. 33 3.3.4 GOG ........................................................................................................ 33 3.3.5 WeGame .............................................................................................. 34 13 OBSAH 3.3.6 Iné .......................................................................................................... 34 3.3.7 Šedý trh s online hrami ................................................................. 35 4 Metodika 36 5 Predstavenie spoločnosti 38 5.1 Wube Software ........................................................................................... 38 5.1.1 Vývoj marketingu ............................................................................ 38 5.1.2 Vnútorná filozofia ............................................................................ 39 5.2 Factorio .......................................................................................................... 40 5.2.1 Predstavenie hry .............................................................................. 40 5.2.2 Environmentálna správa .............................................................. 41 5.2.3 Cieľová skupina ................................................................................ 42 5.2.4 Factorio v číslach ............................................................................. 42 6 Analytická časť 44 6.1 Predstavenie problému ........................................................................... 44 6.1.1 Momentálny stav ............................................................................. 44 6.1.2 Plán expanzie na ázijský trh ........................................................ 44 6.2 Analýza ázijských herných trhov ......................................................... 44 6.2.1 Analýza čínskeho herného trhu ................................................. 45 6.2.2 Analýza japonského herného trhu ............................................ 51 6.2.3 Analýza juhokórejského herného trhu .................................... 54 7 Návrhy pre Wube Software 59 7.1 Odporúčania pre vstup na čínsky trh................................................. 59 7.1.1 Publikácia v Číne .............................................................................. 59 7.1.2 Výber monetizačného modelu na čínskom trhu .................. 60 7.2 Odporúčania pre vstup na japonský trh ........................................... 62 7.2.1 Portovanie hry .................................................................................. 62 7.2.2 Publikácia v Japonsku .................................................................... 63 7.2.3 Výber monetizačného modelu na japonskom trhu ............ 63 14 OBSAH 7.3 Odporúčania pre vstup na juhokórejský trh ................................... 65 8 Diskusia 66 9 Záver 68 Použité zdroje 71 Příloha A Dáta k predikciám trhov 77 15 SEZNAM OBRÁZKŮ Seznam obrázků Obr. 1: Najväčšie herné trhy v Európe v roku 2020 (v miliardách dolárov) .......................................................................................................................... 24 Obr. 2: Tržný podiel herného trhu v USA v období 2011-2021 (v miliónoch dolárov) ..................................................................................................... 25 Obr. 3: Najväčšie herné trhy v Ázii podľa tržieb v roku 2019 (v miliónoch dolárov) ............................................................................................... 26 Obr. 4: Graf predaja fyzických a digitálnych kópií videohier v USA v rokoch 2009-2017 .................................................................................................. 32 Obr. 5: Tržby z hry Factorio (v miliónoch dolárov) ...................................... 43 Obr. 6: Vývoj počtu používateľov internetu v Číne od roku 2008-2020 (v miliónoch) ....................................................................................................................
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