A Bayesian network approach to examining key success factors of mobile games

As mobile game business becomes one of the most lucrative as well as fast-growing businesses, examining key success factors in this industry is of great interest. Utilizing a research method called Bayesian network, this paper models and tests interrelationship among product, marketing, consumer and competition variables. The current study surveys experts who launch many games in Korea. The three most crucial factors for successful games turn out to be targeting, awareness and consumers' willingness to pay (WTP). Many of the other factors influence the performance of games via these three factors. This paper not only investigates into the sensitivity of game performance to targeting and awareness levels but also examines the influences of product/marketing variables on consumers' first impression or willingness to pay. The findings on the roles of product or marketing factors that affect consumers' perceptions and responses, thereby competitiveness and success, will help game makers and distributors make reasonable decisions in allocating corporate resources more efficiently.