Research On Strategy Of WEGAME Game Distribution Platform Of T Company

China's game industry continues to develop and become the world's largest game market.T company launched the WeGame game distribution platform in April 2017,integrating T company's own PC games and third-party PC games.However,in 2018,T's PC game business failed to meet expectations and its performance declined.This article takes WeGame platform as the research object,and studies the current situation and industry of the platform.Two problems faced by the platform are proposed,namely the unbalanced game lineup of the WeGame platform and the lack of network externalities.This article analyzes the existing game lineup of the WeGame platform.The number of platform games is small,and the revenue is high,but it is concentrated in three online games.Two of the games show signs of decline,which directly leads to the decline of the overall performance of the platform.At the same time,the platform lacks 3A games and deep cooperation with the world's top developers.The domestic review mechanism also limits the number of games.T company focuses on online game operations and mobile development,and PC games have insufficient research and development capabilities.This paper also studies the current state of network externality of the WeGame platform.According to the platform competition theory framework,the differences between different developers and the matching with users are analyzed from the perspective of vertical differentiation.The horizontal differentiation is analyzed from the perspective of the platform providing services to users,and the lack of platform functions is found.Compared with the benchmark platform STEAM The advantages.Finally,the previous analysis is combined with the strategy recommendations for the platform upstream developer channel and platform downstream game players.On the developer side,establish a 3A game customization channel for game makers,implement differentiated strategies for small and medium game developers,and assist developers to review in China,and propose a corresponding life cycle strategy for WeGame selfoperated games.Suggestions on the consumer side of the game include improving platform functionality,providing differentiated services,and improving the conversion rate of existing customers' stand-alone games.At home and abroad,there have been researches on foreign PC game distribution platforms,but the research on domestic PC game distribution platforms is still vacant.This paper has supplemented such research.PC games are the only game media that has not been monopolized by foreign platforms.The research on WeGame platform can have certain reference significance for other enterprises in the domestic game industry,and promote the healthy and orderly development of the industry.