Document Type

Journal Article

Publication Title

Journal of Organizational Computing and Electronic Commerce

Volume

34

Issue

3

First Page

190

Last Page

212

Publisher

Taylor & Francis

School

School of Business and Law

Comments

Au, C. H., Chou, C. Y., & Ho, K. K. (2024). FROM A ROLE-PLAYING GAME (RPG) TO A BRAND: STRATEGIC IMPLICATIONS FROM AN OVER-TWO-DECADE CASE. Journal of Organizational Computing and Electronic Commerce, 1-23. https://doi.org/10.1080/10919392.2024.2340786

Abstract

By offering a delightful experience, role-playing games (RPGs) have attracted many players. However, their development has been challenged by issues such as the emergence of online/mobile games and the proliferation of pirate copies. Therefore, RPG developers should consider different strategies to sustain the RPG series. We conducted a case study on “Chinese Paladin,” an RPG series that has been successful for over two decades in the Greater China region. We identified four strategies for an RPG to sustain itself and develop into a brand, namely (1) timeline-moving strategy, (2) crossover strategy, (3) sublimation strategy, and (4) cross-media strategy. We also highlighted some theoretical and potential implications related to RPG and information systems (IS) brand development.

DOI

10.1080/10919392.2024.2340786

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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