ENTERBRAIN, INC. f-ism.net
With key players like Facebook and Zynga struggling with sustaining momentum (as seen in their stock prices), the Western PC social game market seems to be hitting a growth ceiling sooner or later. Whereas in Japan, the social game market is still on a very positive track, with the market size almost doubling in 2011, from 2010's 112.0 billion yen to 211.7 billion yen, thanks to the country's widespread consumer application of payment through mobile carriers. In the global market, Japanese social game companies have been rapidly enhancing their presences over the last few years, with GREE and Mobage aggressively investing in M&A, IP, and brand equity.Research Abstract
The purpose of this research is to dig deeper into the behavior and criteria of content-purchasing social gamers, alongside exploring their personal characteristics ranging from their demographic statistics and sense of values to their thoughts and actions in purchasing premium content.
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