管理科学论坛
Management Science Seminar

Optimizing Free-to-Play Multiplayer Games with Premium Subscription
演讲者:胡 斌Associate Professor University of Texas at Dallas

主持人:沈厚才教授南京大学工程管理学院
演讲者简介:
Dr. Bin Hu is an Associate Professor in the Naveen Jindal School of Management at the University of Texas at Dallas.He received his PhD in Business Administration from the University of Michiganand his BS in Mathematics from Peking University Before joining UT Dallas in 2018,he caught at the University of North Carolina at Chapel Hill Dr.Hu’s research interest is in supply chain managementprocurement and sourcing,and innovative operationsand primarily employs analytical economic,game-theoretic,and optimization models in his researchHe currently
serves as a Senior Editor at Production and Operations Management and an Associate Editor at Naval Research Logistics.
摘要:
We consider the optimal operating policies of a free-to-play multiplaver game with premium subscription to maximize its lifetime operatina profit.Accountina for social comparisons between free and premium playerswe model the game attracting or losing players with a hybrid of the Bass diffusion model and the replicator equation in evolutionary game theory Leveraging optimal control theorywe characterize optimal dynamic pricing and advertising policies and show that the developer should prioritize initial growth through aggressive advertising while postponing the introduction ofpremium subscriptionSurprisinglythe optimal subscription price may start high and gradually decreaseWe further show that the developer should strengthen social-comparison effectsthat payment-based matchmaking can be an effective monetization driver and that our main findings remain robust when allowingindividualin-game item purchases/partial premium subscription.These findings are potentially instructive for game developers adopting the premium subscription model.

时间:2022年9月7日 10:00
线上地址:腾讯会议

南京大学工程管理学院 Nanjing University School of Management & Engineering
江苏省运筹学会
江苏省管理科学与工程学科联盟