Game Operating Platform’s Pricing Model and the Influencing Factors of Price - Based on the Bilateral Market Perspective

Abstract

In this paper, we used the theory of bilateral market analysing the pricing model platform and influencing factors for game operators .we pointed out that the game operating platform has the typical characteristics of the bilateral market, showing a significant positive network externalities. Through the establishment of the pricing model of the game operating platform under the monopoly and competition cases, the article analysed its’ pricing issues, and we got that the game developers and players’ price elasticity of demand, the size of the user's network externalities from the other side, the market competition of game operations, the game operating platform’s bilateral costs to provide products or services and competitive operating platform’s degree of difference in providing products or services are the major factors in the game operating platform pricing.
Key words: Game operator platform; Bilateral market; Pricing model; Influencing factors