“Swordsman romance online edition iii” is a martial arts theme massively multiplayer online role-playing game developed by SeaSun Games of China Kingsoft. The version in mainland China adopts a month card charge system and hour card charge system. Swordsman love involves the game to charge for props in addition to a massive subsidy CD, which does not affect the character data. SeaSun Games announced in early 2008 sword net three. August 28, 2009, JX3 open tests. So far, 22 expansions have released. In 2017, the remake of JX3 won the best Chinese game award at TGA 2017, the ultimate celebration of the game Oscars. In August 2019, GSC (Good Smile Company), a famous Japanese Garage Kits Company, also made its Garage Kits to celebrate its 10th birthday.
In the new business model, a game is a service (GaaS). This sentence means that customers can get their hands on your product (upfront or free). Instead of moving on to the next product, they can continue to develop the current product, adding product marketing to the game, and regular in-game experiences to increase the customer’s in-game trading activity. Games are no longer developer-centric, but player-centric. (Akbar, 2019)
JX3’s success tied to its digital business model. The shift from a reliance on one-off games to a subscription-based model that focuses on in-game purchases and profitable franchises. (Brian, 2018) The game time of players link to money, and what needs to spend is only the in-game fashion rather than equipment. It gives players greater freedom to consume and play, improving their experience. The most critical factor in JX3’s longevity over the next ten years is its interaction with players and their surrounding culture. Each new version of JX3 will release a new expansion pack on the We-media website. Through the video editor and game simulation editor, JX3 makes MV videos full of feelings of substitution, accompanied by exclusive music and customized songs, which is equivalent to a short film. Such MV spread on major We-media websites and the plot of the game and the characters of the game used to promote the game and attract players.
The game session is dynamically provided with on-demand virtualization resources based on the dynamic session load, thus significantly reducing the cost. (Nae et al., 2011) The organization had more funds to promote its JX culture and expanded a series of electronic businesses. The extension is when a company uses digital technologies to support new activities in addition to its existing operations. (Li, 2018) First of all, JX3 will regularly hold offline and online events to invite players to participate. In the game, JX3 open a mall exclusively selling peripheral electronic products and physical objects to facilitate players to buy. Tickets for events are sold directly on the in-game online mall. The digital business model of JX3 peripheral products through self-production and self-sale not only provides players with the convenience of purchase but also saves unnecessary expenses in the process. Moreover, JX3 chooses to directly advertise its peripheral products in the game and on the We-media website, thus saving advertising costs.
On August 28, 2015, it expanded the market of client game, mobile game, and stand-alone game, and released the news of remaking JX3, with two styles of hand-drawing and remake to meet the needs of different players. On December 29, 2017, JX3 officially released for public beta. The 24-hour total user growth rate reached 42.67%, reaching a new peak. In the same year, JX3 won the TGA award for the best Chinese game. In 2019, JX3 expanded the domestic animation market and launched the first martial arts animation themed on the IP background of the game to promote the game. The same film released in the same year.
JX3 also offers digital services and platforms. There is not only 24-hour online human customer service but also offline 24-hour telephone customer service. It makes it possible for the player to solve any problem as soon as possible. On the other hand, JX3’s business model is B2C. JX3 allows players to communicate directly with the planning team through interactive business. The planning team launched JX3’s exclusive social software in April 2018 and launched the game trading platform in 2019. Both game accounts and digital items can purchase on the platform. The platform provides a marketplace that brings together buyers and sellers of jx3-related digital and physical products, transforming entertainment from a commodity to service, and optimizing the player experience.
In conclusion, the digital business model is the key to JX3’s success. If there is no digital business model, no matter in the promotion of the game or the subsequent optimization upgrade can meet the needs of the current game market. With the development of the game industry, more and more new games have launched one after another. How to ensure that the game does not eliminate is the key to make good use of the digital business model and use game IP and technology to expand the market to deepen the impression of the game and to retain the hearts of players.
Reference List
Akbar. (2019). The New Age Gaming Business Model, Retrieved from https://appsamurai.com/the-new-age-gaming-business-model/ [accessed on December 19, 2019].
Brian N. (2018). Video Game Publishers Flip the Switch on Business Model, Retrieved from https://www.morganstanley.com/ideas/video-gaming-publishers-2018 [accessed on February 26, 2018].
JX3. (2020). JX3 website，Retrieved from https://jx3.xoyo.com/index/
Li, F. (2018). The digital transformation of business models in the creative industries: A holistic framework and emerging trends. Technovation, 102012.
Nae, V., Prodan, R., Losup, A., & Fahringer, T. (2011, September). A new business model for massively multiplayer online games. In Proceedings of the 2nd ACM/SPEC International Conference on Performance engineering (pp. 271-282).
All information details extract from JX3’s official website.
Snow 
Hi, I am very interested in your topic since this kind of online role-playing game should be very popular in every teenager. This new industry should be developed with the digital trend. You mentioned that JX3 pays more attention to optimizes the player experience by player-centric model, in-game purchases and profitable franchises and JX3 peripheral products through self-production and self-sale. This is a very good part and helped me to understand why this game became so popular even won the TGA award for the best Chinese game in 2017. Besides, I think its digital model also is helpful to build “brand loyalty” which should be “game loyalty” here. As you said, this company has a marketplace that brings together buyers and sellers of jx3-related digital and physical products which means players would have own social cycle by this game. Indeed, those platers will be loyal fans of JX3.
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Yes, thank you for your comment. It is the game loyalty. Officially, it should be IP loyalty.
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