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Case Title:

NCsoft: The World’s Largest Independent Online Game Company’s Growth Strategy

Publication Year : 2005

Authors: Nusrath Jahan Maldar, Srinath Manda

Industry: Entertainment

Region:Global

Case Code: GRS0045

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
NCsoft, the world's largest independent on-line game company, was established in 1997. Under the leadership of CEO (Chief Executive Officer) and president, Tack Jin Kim, NCsoft's premier product 'Lineage' became an instant hit among on-line gamers around the world. NCsoft continued to publish new games and modify old ones to suit worldwide consumer tastes and preferences. It entered foreign markets through acquisitions and partnerships with well-established domestic companies. But, as NCsoft sought to continue its expansion spree around the world, a face-off with US giant Microsoft and Japan's Sony seemed likely.

Pedagogical Objectives:

  • To discuss the growth strategies adopted by NCsoft to capitalise on the lucrative on-line games market
  • To highlight the various opportunities and challenges that NCsoft might face in the future.

Keywords : apanese handset makers; 3G (third generation) technology; Growth Strategies Case Study; Saturation in Japanese mobile phone market; Dominance of network operators in Japan; Japan's mobile phone market; Advanced features in Japanese handsets; Wideband code division multiple access; Sony Ericsson; Roll out of 3G services in China

Contents : 
The Growth of NCsoft
US vs. Korean Online Gaming
NCsoft’s Financial Performance
NCsoft’s MMORPGs Displayed at the Electronic Entertainment Expo
About Game Critics Awards
NCsoft’s Business Performance Comparison
NCsoft’s Pre-Order Retail Box Campaign

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