MULTI SIDED BUSINESS MODEL PADA LAYANAN ONLINE GAMES

Ningrum Ambarsari, Nurul Indarti, Sivilokonom. Cand. Merc., Ph.D.

2013 | Tesis | S2 Magister Manajemen

Penelitian ini menjelaskan model bisnis multi sided platform pada industri games online di Indonesia dengan mengambil studi kasus pada PT Agate Studio. Tahap selanjutnya pada hasil penelitian ini yaitu merekomendasikan kepada PT Agate Studio untuk menjalankan model bisnis multi sided dimana selama ini model bisnis yang digunakan terbatas pada satu jenis model bisnis aja. Studi observasi langsung terhadap kegiatan developer games dan wawancara mendalam kepada beberapa pihak yang terkait dalam ekosistem games online di Indonesia. Untuk mendapatkan gambaran model bisnis secara lebih jelas dilakukan studi literatur tentang berbagai definisi model bisnis dan teori inovasi. Dalam penelitian ini penulis menemukan bahwa model bisnis di PT Agate Studio adalaah bertumpu pada satu jenis model bisnis. Selanjutnya penelitian ini merekomendasikan untuk dapat menerapkan multisided business model diantara nya model bisnis B2B, merchandishing, advertising disamping model bisnis eksisting.

This study explains the multi-sided platform business model in online games industry in Indonesia with a case study on PT Agate Studio. The next stage in this research is recommended to PT Agate Studio to run a multi-sided business model which has been used business model is limited to only one type of business model. Study of direct observation of activities and games developer-depth interviews with some of those involved in online games ecosystem in Indonesia. To get an idea of the business model more clearly carried out the study of literature on the various definitions of business models and innovation theory. In this study the authors found that the business model in PT Agate Studio is based on one type of business model. Further research is recommended in order to implement its multisided business models among the B2B business model, merchandishing, advertising in addition to the existing business model.

Kata Kunci : Business Model , Multi Sided Business Model, inovasi, Business Model Generation, PT. Agate Studio, Games Online