Business models for Serious Games developers - transition from a product centric to a service centric approach

Jannicke Baalsrud Hauge; Stefan Wiesner; Rosa Garcia Sanchez; Poul H. Kyvsgård Hansen; Giusy Fiucci; Michel Rudnianski; Jon Arambarri Basanez

Business models for Serious Games developers - transition from a product centric to a service centric approach

Jannicke Baalsrud Hauge, Stefan Wiesner, Rosa Garcia Sanchez, Poul H. Kyvsgård Hansen, Giusy Fiucci, Michel Rudnianski, Jon Arambarri Basanez

Robotics and Automation

Research output: Contribution to journal › Journal article › Research › peer-review

Abstract

In the context of the serious games industry, up to now the most commonly used business models (BM) among developers representing small and medium enterprises (SMEs) consists in offering an individual product to the customer, based on tailored one-of a kind production. Such production has high costs and low re-usability and leads to a long time-to-market. For an industry dealing with products highly dependent on technological advances, this implies high risks for failure and thus being put out of business. Consequently, an increasing number of Serious Games (SG) developers are struggling to survive. These trends are not specific for the SG development sector, but can actually be observed in several others, like software industry as well as the manufacturing industry, where a transition to less product-oriented BM can be observed. This article analyses first the current use of BM within two application fields of SG, before it presents two examples of a successful transition towards a service oriented BM within the same fields Based on this, it finally discusses the opportunities and the threats of using such BMs for SG developers.

Original language	English
Journal	International Journal of Serious Games
Volume	1
Issue number	1
Number of pages	20
Publication status	Published - 2014

Bibliographical note

Are you a developer? Want to know what business model to choose?
An increasing number of developers - including Serious Games developers - are struggling to survive. Other developing industries, such as the software industry and the manufacturing industry, face the same problem. The reason for the struggle is that the business model commonly used by developers consists in offering an individual product to the customer, based on tailored one-of a kind production. Such production has high costs and low re-usability and leads to a long time-to-market.
This article discuss the opportunities and threats of using such business models. It examines how business models that focus on service instead of product can be beneficial for the small and medium sized companies.

Published: 2014

Keywords

Developers
Business models
Small and medium sized companies
Competitive advantage

Access to Document

http://journal.seriousgamessociety.org/index.php?journal=IJSG&page=issue&op=view&path[]=1

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Cite this

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title = "Business models for Serious Games developers - transition from a product centric to a service centric approach",

abstract = "In the context of the serious games industry, up to now the most commonly used business models (BM) among developers representing small and medium enterprises (SMEs) consists in offering an individual product to the customer, based on tailored one-of a kind production. Such production has high costs and low re-usability and leads to a long time-to-market. For an industry dealing with products highly dependent on technological advances, this implies high risks for failure and thus being put out of business. Consequently, an increasing number of Serious Games (SG) developers are struggling to survive. These trends are not specific for the SG development sector, but can actually be observed in several others, like software industry as well as the manufacturing industry, where a transition to less product-oriented BM can be observed. This article analyses first the current use of BM within two application fields of SG, before it presents two examples of a successful transition towards a service oriented BM within the same fields Based on this, it finally discusses the opportunities and the threats of using such BMs for SG developers.",

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author = "Hauge, {Jannicke Baalsrud} and Stefan Wiesner and Sanchez, {Rosa Garcia} and Hansen, {Poul H. Kyvsg{\aa}rd} and Giusy Fiucci and Michel Rudnianski and Basanez, {Jon Arambarri}",

note = "Are you a developer? Want to know what business model to choose? An increasing number of developers - including Serious Games developers - are struggling to survive. Other developing industries, such as the software industry and the manufacturing industry, face the same problem. The reason for the struggle is that the business model commonly used by developers consists in offering an individual product to the customer, based on tailored one-of a kind production. Such production has high costs and low re-usability and leads to a long time-to-market. This article discuss the opportunities and threats of using such business models. It examines how business models that focus on service instead of product can be beneficial for the small and medium sized companies. Published: 2014",

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AU - Hauge, Jannicke Baalsrud

AU - Wiesner, Stefan

AU - Sanchez, Rosa Garcia

AU - Hansen, Poul H. Kyvsgård

AU - Fiucci, Giusy

AU - Rudnianski, Michel

AU - Basanez, Jon Arambarri

N1 - Are you a developer? Want to know what business model to choose? An increasing number of developers - including Serious Games developers - are struggling to survive. Other developing industries, such as the software industry and the manufacturing industry, face the same problem. The reason for the struggle is that the business model commonly used by developers consists in offering an individual product to the customer, based on tailored one-of a kind production. Such production has high costs and low re-usability and leads to a long time-to-market. This article discuss the opportunities and threats of using such business models. It examines how business models that focus on service instead of product can be beneficial for the small and medium sized companies. Published: 2014

PY - 2014

Y1 - 2014

N2 - In the context of the serious games industry, up to now the most commonly used business models (BM) among developers representing small and medium enterprises (SMEs) consists in offering an individual product to the customer, based on tailored one-of a kind production. Such production has high costs and low re-usability and leads to a long time-to-market. For an industry dealing with products highly dependent on technological advances, this implies high risks for failure and thus being put out of business. Consequently, an increasing number of Serious Games (SG) developers are struggling to survive. These trends are not specific for the SG development sector, but can actually be observed in several others, like software industry as well as the manufacturing industry, where a transition to less product-oriented BM can be observed. This article analyses first the current use of BM within two application fields of SG, before it presents two examples of a successful transition towards a service oriented BM within the same fields Based on this, it finally discusses the opportunities and the threats of using such BMs for SG developers.

AB - In the context of the serious games industry, up to now the most commonly used business models (BM) among developers representing small and medium enterprises (SMEs) consists in offering an individual product to the customer, based on tailored one-of a kind production. Such production has high costs and low re-usability and leads to a long time-to-market. For an industry dealing with products highly dependent on technological advances, this implies high risks for failure and thus being put out of business. Consequently, an increasing number of Serious Games (SG) developers are struggling to survive. These trends are not specific for the SG development sector, but can actually be observed in several others, like software industry as well as the manufacturing industry, where a transition to less product-oriented BM can be observed. This article analyses first the current use of BM within two application fields of SG, before it presents two examples of a successful transition towards a service oriented BM within the same fields Based on this, it finally discusses the opportunities and the threats of using such BMs for SG developers.

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KW - Competitive advantage

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