UDC 338.5
DOI: 10.36871/ek.up.p.r.2025.06.05.006

Авторы

Zhang Jiahan,
RUDN university, Moscow, Russia

Аннотация

With the continuous advancement of digital technology and the widespread adoption of highspeed internet, the modern electronic game industry has experienced a remarkable transformation. Digital stores and online platforms have not only become crucial sales channels but also key drivers of innovation and user engagement. The industry has shifted from a predominantly single-player cultural market to a globalized and diversified ecosystem, where game developers and publishers strive to cater to the diverse preferences of players worldwide.
In recent years, the global digital game industry has witnessed explosive growth. As per Newzoo data, the global game market size is projected to reach $187.7 billion in 2024, with PC games accounting for 21%. Emerging markets such as Southeast Asia and Latin America are growing at a pace far surpassing that of mature European and American markets, presenting significant opportunities for market expansion. Amidst this trend, Valve’s Steam platform, leveraging its first-mover advantage and robust technological ecosystem, has emerged as the world’s largest PC game distribution platform, spanning over 150 countries and boasting over 130 million monthly active users.
However, as market globalization deepens, traditional unified pricing strategies are facing increasing challenges. Regional economic disparities, market fragmentation, and varying consumer behaviors have made one-size-fits-all pricing models ineffective. The significant differences in purchasing power across regions, along with the lack of cultural adaptation, have created a pressing need for game platforms to adopt global market dynamic pricing. By adjusting prices in real-time based on market conditions, consumer demand, and cultural factors, this strategy can better meet the diverse needs of users in different regions, enhance competitiveness, optimize revenue streams, and ultimately drive deeper market penetration.

Ключевые слова

dynamic pricing; cross-border market penetration; big data marketing; consumer behavior; pricing ethics