Research On The Pricing Strategy Of Game Platforms Based On The Two-sided Market

Modern society has gradually shifted from the era of industrial economy to the era of mobile Internet relying on information and communication technology.Games have gradually become an important form of entertainment in people’s daily lives.The domestic game industry has taken advantage of the Internet’s east wind and demographic dividend,and the industry scale has been increasing.Although the industry is booming and the platform has a large player scale,the platform’s revenue and profits are far lower than those of overseas platforms,even get into a loss situation.If a game platform wants to increase its profit level,how to price game manufacturers and players scientifically has become the key to the problem.First,it is summarized that the profit model,competitive strategy,and market characteristics of the game platform through literature research and current situation analysis.It is determined that the technical level of game manufacturers and player spending power are important factors affecting platform pricing.Then this paper studies the pricing of the platform in a monopolistic market environment,and obtains the optimal pricing,market share,and maximum profit of the game platform through mathematical modeling.And it is found that the higher the price of game manufacturers;and the higher the manufacturer’s unit technology cost,the lower the price of the platform for manufacturers but the higher the price of players;the higher the proportion of krypton players in the market,the greater the profit of the platform.Then it is also considered that the optimal pricing,investment level,and subsidy level of the game platform under the circumstances of manufacturer investment and player subsidies.It is found that investment manufacturers can help the platform increase profits,and subsidizing players will increase the market share of the platform.Next,it is studied that the pricing of game platforms in a competitive market environment.This paper combines the characteristics of the game market on the basis of the Hotelling model to innovate,obtains the optimal pricing strategy for the technologically superior platform and the inferior platform and analyzes the difference in technology level for platform pricing.The impact of market share and profits,while also considering the platform’s investment decisions for manufacturers and subsidies for krypton players in a competitive environment,to obtain the optimal investment level and subsidy level.Then it is found that the greater the degree of investment impact on manufacturers under competition,the more makes the platform profit lower;and the level of subsidy depends on the value difference between krypton players and ordinary players,subsidizing krypton players can no longer help the platform to increase market share and profit levels.Finally,this paper selects that Wegame platform and Steam platform as case studies to verify the inferences of this paper.Then it gives suggestions for the future development of domestic game platforms.