YCSWU GREE CASE

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GREE CASE
Felipe D. Martins
Gabriela Gomes Pelizari
Zoulhehat Mradabi
Mira Idri
William Massao Fujiwara
iOS platform
Governance Style:
Provides developer guidelines
Requires approval to launch and update the app
Closed to patching development
Events to publish the roadmap
Attracting Complementors
Number of users
Developing tools
Network effects
Analytics tools
Value Creation:
Device life cycle: 2 years
Value Capture
30% app revenue
Android platform
Governance Style:
Allows patches and programming in OS case
Requires design guidelines
Prevents user abuse
Attracting Complementors
Number of users
Developing tools
Accessible coding language
Network effects
Developers don’t have to publish in Android
Value Creation:
Device life cycle: 4 years
Value Capture
30% app revenue
Amazon platform
Governance Style:
Attracting Complementors
Heavy and not user friendly platform
Developer program is free
Few users
Value Creation:
Value Capture
30% app revenue
Steam platform
Governance Style:
Open API platform
Attracting Complementors
Multiplatform
Publishing on steamis not mandatoy
Developing tools
Complex games
Rating system
Free services
Value Creation:
Steam works (API platform)
Incubation System (Greenlight)
Server services
Value Capture
Submission fee (Greenlight)
Share of apps revenue (min 30%)
Niantic
Governance Style:
Rigid platform
Attracting Complementors
Numberof active users
Big data analysis
Value Creation:
In-game experience with brands
Location data
Value Capture
In-game products
Ads
New revenue streams
Pokestop: digital space sell
GREE Strategy
GovernanceStyle
ComplementorAttraction
ValueCreation
ValueCapture
Virtual reality (unexploredtechnology)
RigidSelection
Technologydevelopment
Incubationofdevelopersonintregatedgame-platform
API
Incubationprocess
VR networkefect
B2Bpartnerships(in-gameevents)
%ofrevenue
In-gamepurchases
OnlyAPIchanges
Opengovernance(incentive fordeveloperstojoin)
Developmenttools
AVATARbasedsystem (socialleverage)
APIplatform
%ofrevenue
Strategicpartnership(iOS/Android)
Followpartners(guideline)
Followpartners(guideline)
Followpartners(guideline)
Lower%onrevenue