Analysis of online game distribution in Internet Cafés in China

Internet Cafés are the most popular locations for internet users to enjoy online game playing in China. At the beginning of this chapter, the authors analysed reasons for Internet cafes’ popularity as well as listing difficulties the Internet Cafés are confronting. Applying the distribution strategy put forward by Kasper, the authors analysed how five of the top ten most popular games are distributed in the Internet cafés by their game operators. In the conclusion, the authors suggest game operators of different market dominance should utilize different distribution strategies (intensive or selective one) to match the game product with the players’ demand. At the end of this chapter, some recommendations are put forward for the Internet cafés to take into account.